If that's the case, shouldn't we have seen this behavior on Android? The Play Store has all kind of restrictions and it has always been possible to create you own store and only offer your apps in that store. Yet you can download apps from every mega corp in the Play store.

> Today, consumers can choose trusted curation and full integration (iDevices), or non-curated and unbundled (countless brand + Android OS options).

Or option 3: curated and integrated by buying an Android phone that comes bundled with all kinds of Google applications.