The DOJ’s Assault on Apple Will Harm Consumers
What makes Apple products so unique is their ease of use and consistency over time. While no product will ever be perfect, Apple's goal is to deliver a seamless, integrated experience that users can rely on time after time without giving it a second thought. How does Apple do this? By carefully exercising the very control that the DOJ is trying to punish. As economist Alex Tabarrok explains in Marginal Revolution: "Apple's promise to iPhone users is that it will be a gatekeeper. Gatekeeping is what allows Apple to promise greater security, privacy, usability and reliability. Gatekeeping is Apple's brand promise. Gatekeeping is what the consumer's are buying."
This control is not a sign of anticompetitive conduct, quite the opposite. It is Apple's unique approach to third-party integration that differentiates it from other smartphone providers. As the Northern District of California found in the Epic Games v. Apple case, Apple's approach "ultimately increases consumer choice by allowing users who value open distribution to purchase Android devices, while those who value security and the protection of a 'walled garden' to purchase iOS devices."