I see what happened here
Ms did some market research and found that Apple users actually like the fact that they only have one browser and can only install apps from the app store.
Thats called "cognitive difference". They paid more than what they should have for their toy so they have to tell themselves stories to justify it.
Nobody in their right mind wants a device to be restricted. Nobody wants some corp to tell them what software they can install on it.
People might appreciate a secure software delivery channel. Thats not the same as wanting to be restricted.