Apple is providing an entry into the free smartphone market that is a closed system with a highly controlled and curated software ecosystem. That is their product, that's what they offer.

It's no different than Nintendo's entry into the game console market being what it is—some people will choose that experience because what it offers is valuable for them.

For myself, I'm an Android phone user and a PC gamer, but just because I wouldn't choose those experiences for myself doesn't mean I begrudge their existence.