Apple's exclusivity on allowing and deciding what goes on the AppStore and on the iOS was their way of controlling the user experience and their way to ensure future sales of iPhones. They didn't want that iOS, AppStore and iPhones get flooded with low quality apps. Similar way of thinking that I know of was Valve and Steam, where Steam users needed to Greenlit a game before it came to the Steam store. Imo Steam had a better approach because it was community based not exclusive like Apple had and has. The story of Jobs' and Apple's skyhigh care for privacy and security was more of a propaganda and a marketing strategy than a true care for users' safety.