Not just their users, the US government too. They've successfully turned it into a geopolitical issue. Apple not being viewed in the same light as Microsoft in the 90s is one of the best marketing ploys ever seen.
Towards the US government they surely play a different narrative and emphasize on revenues/profits as well as their leadership position as US company being threatened.
Towards the users the narrative is never about revenue/profit of Apple, and never acknowledge their leading market position.
But the end user narrative also works for US government members with influential position but low subject-matter knowledge.
