Arguably the market has already decided the behavior they want by buying iPhones in the first place. Apple didn't suddenly change their behavior. This is how the app store has always behaved. Everyone had that information available to them prior to making the purchase. How can you be sure that Apple customers don't actually want a walled garden with a single app store that is tightly controlled by Apple? After all if they didn't want this they could have purchased one of the numerous other Android offerings.