Especially now (vs. when they first launched the App Store), Apple is seamless and efficient compared to the way mobile apps worked before the open smartphone platforms. You had to negotiate for 6-24mo to get on a carrier's deck.

I wish Apple provided a way to install non-approved apps without jailbreaking, either in some kind of custom security container or entirely at your own risk. I specifically would like to see "adult" (porn) apps allowed (as a free speech issue, and because I think they could be popular), but I'm aware of both Apple's desire to be PG rated and the likely influx of crappy spam which would ensue from porn apps. HTML5 pretty much covers this niche now.