I think Apple has done a great job marketing the App Store as the reason for the security/UX of their platform, when in reality, it's the OS. It's the OS that requires apps to get permission before accessing my location, it's the OS that isolates apps from each other, it's the OS that provides an easy way to install/uninstall packages.
The confusion between benefits of the OS/benefits of the App Store combined with many peoples' unfamiliarity with third party distribution has made it more difficult to convince people of the merit of these antitrust suits.