My personal preference is that I want a product that has the description 'can only run software trusted by Apple', but I also want a product that 'can also run untrusted software', mainly because I can afford having two products that independently fit those descriptions, and I need the utmost security for my phone (which I ensure by trusting Apple). That's my consumer preference, and that's why I buy an iPhone, and I realize it's not for everyone, but I would rather have the option of a phone that fits that description. Imagine the iPhone didn't take off and had 5% marketshare - we wouldn't even be having this conversation since anyone against it would just hear "go buy the other devices that don't have this restriction" - which is still an option nowadays.