"An entirely separate area is surveillance and detection: Apple already performs some remote telemetry to detect processes doing weird things. This kind of telemetry could be expanded as much as possible while not destroying user privacy. While this wouldn't necessarily stop NSO, it would make the cost of throwing these exploits quite a bit higher - and make them think twice before pushing them out to every random authoritarian government."

Apple could do more spying (excuse me, "telemetry") "as much as possible" in addition to NSO... because it would make the the competitor's spying more expensive.

This could be a unilateral decision to be made by Apple without input from users, as usual.

Any commercial benefits to Apple due to the incresed data collection would be purely incidental, of course.

Apple and NSO may have different ways of making money, but they both use (silent) data collection from computer users to help them.