This is a horrible idea that is being spun as a benefit to consumers. It's not. It opens up the opportunity for malious and privacy invading software to enter a users device. While this is possible through the App Store, apple does a good job of preventing it.
Let the end user decide for themselves if they want to install privacy invading software on their device(s) or not.
It's not as if Apple's App store doesn't have any privacy invading software. Facebook, Instagram, Twitter, Google's various apps, Snapchat, etc. all gather user data.