Out of curiosity, say that I'm not a techie that knows all about Apple vs alternatives ... and say I'm interested in buying Apple because I like the aesthetics of the device or something. Is there anything actually explicit in Apple's marketing that makes it clear to the consumer that they are buying into a "locked garden" ?
Part of this discussion has to do with definitions and what we're talking about, specifically. It's common in other industries to find yourself with some degree of vendor lock-in for "compatibility." I bought some high end Canon camera lenses, for example, so I have zero expectations that I can use those lenses with a Sony or a Nikon. I tend to buy Dewalt tools because I own Dewalt batteries etc.
Here we're talking about the "App Store." I don't know that it would register on the average non-techie's mind to assume they would have options ... but us techies know that the "locked garden" tends to mean "you're buying into the Apple ecosystem of products and will likely be stuck only buying Apple products for compatibility sake." Non techies might assume that because they assume that everything works that way. But is Apple making this extremely clear in their marketing so that people who don't assume would know up front? I'm genuinely curious since I don't buy Apple products.
If I must be in a walled garden, I'm choosing the better kept one. Android is quite simply inferior, I tolerated it because it gave me relative freedom but there's no reason to tolerate it any longer.
A locked garden is a locked garden. But a locked garden that you go into knowing it's a locked garden is better than a locked garden that advertises itself as open and then locks you in. Both are locked gardens; one is also false advertising.