Competition law should work in the inserts of consumers, not private business. As long as consumers are voluntarily choosing to lock themselves behind this walled garden, I don't see why their user experience should be degraded to further business interests.
I think your point answered by this: 'Businesses' are 'consumers' in the app distribution market. Again, you are looking at it from the perspective of phone users, but that's not the market which I'm saying is potentially anti-competitive.
