The big difference between MSFT and AAPL is that MSFT licensed their software to integrators. MSFT didn't have the option to simply stop selling to those integrators and go it alone.

AAPL can relatively (compared to MSFT back in the day) easily decide to be the sole retailer of their own hardware and software stack, and cease to sell their phones through carriers.

AAPL already offers direct financing solutions, and trade in solutions, through their own retail channels. SIM-only plans tend to be cheaper as the carriers can no longer hide behind hardware costs to obfuscate their plans.

Who loses in this equation? AAPL might, through reduced sales. The carriers might, through reduced margins. Is either of those things bad to the consumer?

Doesn't AAPL already sell carrier plans as part of their iPhone retail experience?

When did MSFT sell hardware as part of their software licensing retail experience in the 90s?