It's interesting to hear Apple always talk about the level playing field they've tried to create. From within the company i think they really believe they've got a level playing field.
But then Apple has apps that can do much more than everyone else has access to, in ways that have nothing to do with security or privacy.
- Apps access to NFC (e.g Apple Pay vs you being able to make your own nfc card)
- Inability to have non WKWebView type browsers. Safari can do the one it wants, which is Apples choice.
- Health app has access to nicer push notifications than
standard
- Federated Identity type login only works with Apple. So login with Apple is built tightly into the OS, where you can't make an app that does that.
- Wallet app can access 2FA SMS code without having to type it
The list is much longer but it is not a level playing field with regards to the access to apis. If Apple has an app like Messages, other apps should be able to access the same things too.
I pretty much couldn't care less about the app store and review process, but the asymmetric access to APIs really helps Apple cement their moat (e.g with iMessage, Wallet), basically any app where they do it has serious market power.