That was literally how Apple became as big as it is. They created an ecosystem that encourages evangelism and outs people's personal choices (green bubble vs blue bubble for example) while also making it intentionally difficult to mix and match outside of the ecosystem. Obviously it's not a 1:1 comparison but it's an example of a successful competitor to the market leader and how it keeps itself relevant.

And you people are doing a great job driving people away from Linux.