A decade ago, yet another company (the upstart doubleTwist) dared to challenge Apple's control of their platform by advocating for a secondary content store:
https://www.youtube.com/watch?v=tdVzboF2E2Q
Story:
https://techcrunch.com/2009/09/29/doubletwist-remakes-apples...
HN discussion:
https://news.ycombinator.com/item?id=851088
History repeats, and rhymes.