As software users, we definitely have voted with our wallets to say that properly executed vertical integration (As Apple has done), and the end to end UX contr

As software users, we definitely have voted with our wallets to say that properly executed vertical integration (As Apple has done), and the end to end UX control that comes with it, are highly desirable. The iPhone is arguably (and surprisingly) the most successful non-food/drug product line in human history by unit sales, revenue, or profits. The 30% cut and ecosystem control are likely a feature, not a bug. The user experience and security of the horizontally open market PC was pretty bad until Microsoft was forced to invest. As ISVs, clearly there are major downsides to this state of affairs. But I’m not sure I wish for the days where Microsoft reigned and would just put you out of business on a whim. I don’t think Microsoft’s antitrust consent decree had as much of an impact as some think, it was more about entrepreneurship and new tech (largely the iPhone! But also Amazon, Facebook, and Google) that reduced their clout. I don’t think Apple will bring this control to MacOS; you can’t put genies back into bottles.