Apple/Google/Microsoft thinking is easier to understand if the black slab in your hand is considered one thing, not two things. If it is not a general purpose personal computing device (PC), but a branded PDA that makes calls.
For most consumers, that’s right, and for them, the strategy is right. Make the PDA experience seamless and safe.
It's what people want. The population is happily giving these companies all this power, and refuses to abandon them or pressure them in any way when they do this stuff.
And to be fair, I don't see Google acting nearly this badly. If anything, they're the opposite: they don't exercise enough control over their app store, so it has a lot of spyware and malware. As for MS, they seem to be incompetent and powerless: they tried to make an app store for Windows 10 and that was a big flop, and of course they tried to ape Apple/Google with Windows Phone, and that was a big flop too.
Personally I hate this new move towards Apple/Microsoft/Google being gatekeepers for everything that can run on a machine. It's fucking bullshit.