They already are, they make bank on the fact that people live their lives in these things, skimming some money from all transactions in their stores which they've made default and hard if not impossible to replace.

We need regulation that recognises that these are general purpose computers and that as such it must be possible for users to supply their own software to run on them. Personally I'd like that to also include bootloader access to prevent planned obsolescence from rendering perfectly capable devices more or less useless.