Since at least the 1980s, IT had the concepts of "open systems" and "interoperation", to support market competition and innovation. And we later did things like the Web and other open standards.
Then Apple comes along, and uses its market position as a hardware and OS vendor, to make a nonstandard software download thing that could've been a Web site.
In parallel, Apple also made open-standards Web apps unattractive on their hardware in various ways. (Often through foot-dragging when other vendors were trying to make Web apps a smooth experience, but sometimes also going out of their way to make Web work worse.) (See also: making kids look like losers to their peers in chat, if they don't have iPhones.)
Apple then imposes predatory rates and terms on other businesses who are pretty much forced to use the Apple proprietary app store, due not to the merits of the app store so much as Apple's dominance of hardware and conflict of interest when implementing open standards.
I assume many consumers don't understand the situation, and how much of an overbearing abuser of its market position Apple can be. Or they have some idea, but pragmatically have to accept it. Also, this affords Apple a lot of money for really first-rate PR.
What I don't understand is why regulators haven't smacked the snot out of the Apple app store, with finality. For example: Apple may only charge a few-percent administration and payment processing fee, and that's it; and they have to permit other app stores with first-class access to the system, as a compromise given the proprietary lock-in mess they've made. (Making them support other open standards better, even to the exclusion of prorietary ones, is more complicated.)