Earlier quoted context omitted.
This is like complaining that it's unfair that only McDonald's are allowed to sell inside a McDonald's.
More appropriate analogy: Let say Apple is BMW, and when you buy BMW your gas tank has a proprietary connector that will work only on BP gas stations. You can choose different gas there (different octane number, etc.), but you can't tank at e.g. Statoil.
I admit I probably wouldn't buy such a car myself as I don't see any advantages. I do see advantages to the Apple model - simplicity and cleanliness. If you disagree then you should probably do as I would with the BMW - buy something else instead.