Redefining who controls different parts of the ecosystem. For example, making it so apple mail is not the main controller of email on iphone, or the app store b

Redefining who controls different parts of the ecosystem. For example, making it so apple mail is not the main controller of email on iphone, or the app store being the main controller for getting apps onto the device. It's just put everything in one app, and then have control. It's not very creative, and is really just a centralization play.