Why didn't Steve Jobs go with web distribution of first class web apps or allow Flash on his platform? If they truly wanted to be remarkable, this would have been the future.
The answer is control.
Apple is a cutthroat business just like any other, and their "privacy first" veneer is just a wolf in sheep's clothing. They're playing it up as an attack against Google and Facebook, meanwhile they still phone home about the apps you're running and can shut them off remotely.
Microsoft never taxed software on their platform. Jobs had to invent that business model. It flourished like wildflowers thanks to him.
That was exactly his intent when he announced the iPhone, and he got absolutely obliterated by the internet for it.
Destroying a way to deliver native-like, cross-platform applications without an app store was good?
Jobs did it for control. He didn't want interop between Android and iPhone, and he didn't want any web browser with enough flexibility to do anything sophisticated.
Signed, a heavy Windows Mobile user.