To have competitive apps built on top of open protocols, you need a big investment of time and money, so we need users to ask for it, or at least to reward companies when they invest money in it. For that, we need users to understand what they're asking for.
An example of how it might be possible to push this in the right direction is LEED. It didn't matter what the individual environmental ethics of people manufacturing electronics and designing houses was. Environmentally efficient building practices cost more, and there was no way for all the companies involved to form an opaque conspiratorial cabal to secretly impose the cost on consumers who would rather not pay it. Instead, they created LEED and used marketing to teach end consumers that LEED stood for more environmentally responsible practices.
Right now computer privacy and security are huge in the headlines, and a large number of people in the public and in industry want to do the right thing. But consumers don't know how to make the right choices, and companies aren't going to spend extra on the right thing if users are just as likely to choose something horrible. What companies need in order to invest extra capital in privacy and security is a plausible story of how to get users to choose the right thing and pay a bit more for it, if the industry builds it. They need a LEED standard for privacy and security. Then they can promote it and use it as a way to justify their investment in better, more ethical software. Corporations, schools, nonprofits, and other organizations can be pressured to make public commitments to use, or at least prefer, software that meets the standard. This won't drive horrible software out of the market, but it will create a sub-market where good software can survive.
Obviously laws and regulation are the bedrock, but in areas where consumers have a choice, we need to make it easy for them to make the right choice if they want to.