[th0rgall]

That sounds more like the ultimate goal of Facebook and Twitter.

In contrast, Apple's ultimate goal is to sell more devices and get more people onto their subscription services.

The ideas mentioned in the article don't collide with this goal. They are intended to provide more (not less) value to the lives of Apple's customers. To help you when you yourself recognize you're engaging too much, or in a bad way. They seem to be configurable to the customer's preferences too. If you wouldn't want these features, fine, but others might want them, and prefer Apple's products over e.g. Android phones because of having the option.

The only party who could be displeased with these system interventions are the big ad-based app or platform developers that do rely on user engagement.

Update: Apple has some shared incentives with engagement-based business models, like their revenue stream of App Store (in-)app purchase commissions, but it's still much less than Google/Facebook/Twitter's reliance on that stuff.