The customer is the product isn't just limited to advertising companies. It follows naturally that Apple considers you their property and believes they can control others doing business with you.
Which, in fact, they can-- if you use their products.
There is, however, a straightforward way to stop them: Don't use their products.
The other way to look at it is that I as a user hire Apple to vet and QA the apps released for iOS and manage my relationship with all those developers on my behalf. That’s the deal I knowingly enter into when I buy an iPhone and I’m quite happy with it.
If others aren’t happy with it that’s fine too, just get a different phone. I don’t see any justification for coercing Apple into entering into commercial arrangements and developing product features they don’t want to support.
This way of looking at it doesn't justify _apple_ having a cause of action against epic for seeking to do business with you, consensually, without apple's intervention.
Sure it does, Apple has a cause of action against Epic for violating a contractual arrangement, which has nothing to do with anyone other than Epic and Apple. The only caveat is that the contractual relationship in question might be found to be illegal. But it's not as though this isn't a case between Apple and Epic about a contract dispute.
True, you could stop using their products, but you could also argue that when you buy a product (and not a software license), you should be able to do what you like with that product. It should certainly be within the customers rights to use a physical product the best way they see fit and not the best way the manufacturer sees fit. I mean: I paid for it outright, I received what essentially is a computer by all means and now the manufacturer would like to continue having a say in how I can use it.
I‘ll admit that having the Apple iOS ecosystem is of certain value, but Apple doesn‘t even allow you to install your own OS. My point is that if I buy a hammer, should I be forced to use it only for hammering nails or could I use it for other things as well?
This is like buying a hair dryer and asking, “where is the cold air feature? If it can blow hot air, I should be able to disable the part that makes the air hot. I bought the product outright!”.
The reality is, you bought a product that accurately advertised its features. Were you ever misled into thinking that an iPhone could download non-AppStore apps? If so, please return your phone you are owed a refund and maybe even sue for false advertising.
Meanwhile, if you bought the product like me knowing the product’s features. It feels disingenuous to now want more from the product.
If you want to jailbreak your iPhone, do it. But you really shouldn’t expect Apple to provide updates or support your warranty once you choose to. The same as if you opened up a hair dryer, and disabled the part that heats the air the warranty would be void.
Which, in fact, they can-- if you use their products.
There is, however, a straightforward way to stop them: Don't use their products.