When you buy an app, you are basically looking at sales sheets from people you don't know making claims you can't verify. The only way out is to go find reviews about the apps from blogs you can't trust.

Now think about buying an iPhone. I've owned an iPhone for 8 years. I know intimately the support experience. I know intimately the build quality. Software quality. Product lifecycle. When a new iPhone comes out I have basically all the information I need to make a purchasing decision, without ever laying eyes on the actual product. People who don't have that information can go to a retail store where they can try the product and talk with knowledgeable and friendly people about it, and many of them turn into me in 8 years.

I want to be able to create that kind of experience with my products. Because if smartphones were sold the way that apps are today I don't think many people would buy them.