> Nothing about it would make it either developer friendly, nor consumer friendly.
That doesn't sound too bad to me from either side TBH. As a developer, it would be useful to have a choice between multiple publishers with the advantage of only needing to deal with one at a time instead of three. I also think competition in app stores would spur a bunch of innovation.
As a consumer with an Android phone, a Windows PC, and an iPad as a tablet, the idea of buying all my stuff from one company's app store and having the licensing work across all 3 devices is extremely appealing.
I think one of the biggest fears of Apple, Google, etc. is that it's very possible someone will come along and build a better app store with better policies for both developers and consumers.
Here's a concrete example of "better". Judging by this [1] apps in iOS 14 can specify a DoH resolver to use for DNS.
> Apps will be able to specify a DoH resolver that will override the DNS resolver set by DHCP or RA for queries made from their app.
Guess what that means? Apple is going to let developers override MY choice as a network admin and DoH is going to be used for un-blockable ads. Why should they be able to do that? I would absolutely buy into an app store that forbid that behavior and forced apps to observe DHCP settings over app settings.
I'd also be fine with an app store that didn't force the use of sign in with Apple or Apple Pay. And that's where the problem is for Apple. Forcing developers to use Apple technologies isn't benefitting anyone but Apple. You might argue that it's better for consumers, but if those are features wanted by developers' customers, developers will add them without being forced to.