This is ultimately what they want: their owned walled garden, where they get to be the decider, hold the power, track the user's as first party data, etc. It makes perfect sense. They want this to be the next Android OS (with Play Store equivalent of course).
This is really the only move that gets them back in (perhaps only somewhat) with the dwindling ads market.
Much as I don't like it, it is a legitimate tactic. I just don't see it being effective in the current market, even with Apple as a player.
If what they ultimately want is their own walled garden, then wouldn't opening things up be the opposite of what they should do? I mean, it's a lot harder to re-take control that you previously released than it is to hold onto it from the start. Look at Apple's difficulties tighteninng up control on the mac for example. It has to be a very long game. Compare that to the iPhone, iPad, vision OS that have been tightly controlled from the start and they have no difficulties (other than regulatory) holding the reins tightly.
> If what they ultimately want is their own walled garden, then wouldn't opening things up be the opposite of what they should do?
The are only opening things up in their marketing speak. There is not actual opening up happening. "Open" sounds cool, inclusive, and like you are creating a stable platform for others to build on top of (IBM opened up x86, Linus opened up Linux, etc).
Judge by what they do not what they say -- most valid advice in this age of lies.
This is really the only move that gets them back in (perhaps only somewhat) with the dwindling ads market.
Much as I don't like it, it is a legitimate tactic. I just don't see it being effective in the current market, even with Apple as a player.