Companies and businesses benefit from the bundling bias, which usually is an indication that consumers are losing out. By creating bundled packages that people do not fully take advantage of, businesses are getting more money than they usually would and reap a greater profit.
The successful deployment of a platform expansion strategy requires leveraging a customer group (composed primarily of end consumers) from one interaction to another, which would entail multiple contractual and technical tactics that differ in their degree of interference with customer choice. The more coercive these tactics are, the more they will resemble the effect that tying and bundling practices have on consumer behavior and thus the more likely to trigger competition law scrutiny.
Companies like Apple also keep people in their ecosystem by offering nice things upfront and then introducing sunk cost issues.