I agree that “customer” is a better term. I’m not sure I agree with the rest of the rationale.

In my mind, “user” stated to take over when we started having web based services that were used by people, but they were the ones paying. For example, Google and Facebook. Both got paid through ads, so they advertisers were the customers. The “users” were just the eyeballs the advertisers wanted to reach. So, you had to make your service compelling enough for someone to use for long enough that they’d see enough ads to make it profitable to provide the service.

It’s more akin to talking about “viewers” or “viewership” when talking about more traditional media.

For Apple, they are generally looking to get paid by the ultimate consumer of the product. So to them, we are the customers.