Cross-platform standards are a good thing for Apple. Getting people to use Apple's platform specific features is a good thing for Apple. Apple does what is good for Apple. There is no contradiction.
Remember, this is not an essay about why everyone else should support Apple's actions. It is an essay about why Apple thinks its actions are good for it.
"Apple does what is good for Apple. There is no contradiction."
I don't even think Jobs tried to hide this very well. It's pretty clear he is arguing from the perspective of what is best for Apple, and clearly and coherently explaining why.
Remember, this is not an essay about why everyone else should support Apple's actions. It is an essay about why Apple thinks its actions are good for it.