It is true that as a consumer, I can avoid Apple products. The real issue relates to the options open to app publishers, that is, people who want to distribute an app.

There is no viable alternative for a company wishing to publish an app: you have to target iOS or you perish. Many companies today need to have an iOS app. For example, a bank, or a big chain grocery outlet, probably needs an iOS app to exist in the market. This isn't a tiny niche area which can be avoided.

The only way you can publish an app is with Apple's approval. Therefore, Apple are exercising a significant degree of market power.

In the US, the idea that because a company is private it can trade however it pleases has been rejected since 1890 when the Sherman Act was introduced. It's the same in most capitalist economies. The conduct of companies is subject to reasonable regulation to ensure healthy competition.

I've established earlier that Apple has significant market power in the mobile app space. Because of that, it's fair that we ask Apple to be reasonable when deciding what apps to approve, and the conditions on which they approve them, because they are exercising a significant degree of market power.

This is a space calling for regulation. Apple and Google should not be free to reject or impose conditions on apps as they wish. We have a right, as the people who make rules about how companies may trade, to ask for them to be regulated when they are exercising a significant degree of market power.