I wrote about this topic earlier, I believe there is one main reason for Apple to go in this direction: universal design language (spatial computing, Vision Pro). Of course, there can be many side-effects (or reasons) that can be the actual main reason instead, such as 'innovation' or like you mention, guiding people to use the native systems, we'll never know. In my eyes, the universal design language is the main reason. Apple is and always has been design-focused.