But where is the line of lots of options vs not a lot of options? iOS isn't even the most popular mobile operating system.
The feature/capability parity between the platforms means they are, in fact, both capable of serving these markets. But people want to vote with their dollars in the iOS ecosystem, and now the players want to change that ecosystem.
I'm not entirely convinced that this is Apple's problem, in as much as it is Google's fault for not fostering a properly competitive revenue delivery platform, even though it has the maturity and standing to do so.
Also for some serivces iOs users are the large majority, like more or less any "real premium" service (Like apps you have to pay 10 or so+$ a month or 100+$ when buying them).