I don't remember if this link was ever posted, but the story is worth reading. Getting in bed with Apple takes unbelievably careful planning and a willingness to walk away.
https://www.forbes.com/sites/chuckjones/2014/10/30/this-is-why-apple-did-not-want-its-gtat-contracts-made-public/#1f7c708d7ea2
There are some very astute sidebar comments to this story that describe negotiating principles that might explain some things to people here...