“Users no longer need to be locked into one platform. Being able to write an app once and run it anywhere has been a long-sought-after goal and a very hard problem to solve.”
This is naive, stupid, or both. There never was a technical cause of lock in (as indeed the Apportable people are not alone in demonstrating), it's purely an artificial business construct with the surmountable technical hurdles being very convenient.
It's well within Apple's capabilities to launch the media consumption parts of iTunes on Android, like on Windows PCs, but it should be kind of telling that they don't.
One of the lessons of my career so far is never underestimate the ability of people to assume that problems are primarily technical in nature when actually the real problem is something else. Technical excuses can often be used for after the fact justification of management decisions.