This is the specific thing that customers are prevented from doing. If you want Apple's hardware, whose processors are faster than Qualcomm's, you get Apple's App Store. If you want iOS instead of Android, you get Apple's App Store. If you need iMessage, you get Apple's App Store. And no other.
It's not a separate choice. If it was, what it would look like is multiple app stores on iOS, and the choice would be whether to use any other than Apple's. And then tons of people would use the other stores, especially if Apple continued to reject apps people want.
Do you want the one with the wall, or the one with the barbed wire fence with a tunnel under it?
What if I just want to come and go as I please without crawling through the mud?
Consumers are given a false dichotomy - they have as much choice and agency as a child being asked "do you want a 7:45 or 8:00 bedtime? Mommy and daddy will let you pick!"