At least here in America it's still the same ol' ecosystem we know and love.
We DO have a choice. We can choose between Apple and Google (Android). Most people know what they're getting into when they buy an iPhone, and that's what draws them in to begin with. For example, I like how Apple's environment is set up: everything works together beautifully and the App Store is a one-stop-shop for apps, games, and whatever else. I also enjoy the centralized location(s) for music and TV. Some people see this as restrictive, but I prefer things this way.
It's fascinating to watch... you are aware that no one will take that experience from you and you can stick with it but you can now extend the experience (if wanted and only then). But the you refuse that and claim that limited choice is better than more choice... 'because of a reason'... 🙄