Don't we already have it? Not exactly this way and not super convenient but we can install any app to our own devices via Xcode? It's intended for developers/t

Don't we already have it? Not exactly this way and not super convenient but we can install any app to our own devices via Xcode? It's intended for developers/tech savvy people, but I think it's right on spot: if average non tech savvy people could easily download any app it'd be like opening a new expired can of worms. The reputation of iPhone platform in terms of reliability and security would plummet and the brand would be affected negatively. Apple wouldn't want that. Even if it negatively affects me too, I get their point and have to agree with their stance.