I agree with you, but apps for games consoles (Wii/PS4/Xbox) are at least as controlled than the iTunes monopoly store.

Heck, Google can cripple or even kill small businesses by excluding them from its search index, and like Apple, it can do exactly what it likes to further its own interests.

There's no penalty for monopolistic behavior unless you are actually found to be a monopoly, in which case stuff you may have thought was legal suddenly becomes illegal and you get dinged for it.