The Apple II enabled expansion and the creation of (for the time, amazing) software like VisiCalc. Starting with the original Macintosh, Apple has had a continuous tug-of-war over whether "creative freedom" is better than a "curated experience". iPhone give the "curated experience" side an unprecedented amount of ammunition for their side. Malware apps like Facebook continue to feed that side.

You can see it in the back and forth dance on the Mac. Will Apple ruin it by closing down too much? Time will tell.