So use Android? One of the things I don't understand about this whole argument is the choice people want is already there. Why does Apple also need to provide that option? Yes I've heard the argument over the "cost of re-buying all of your apps" to switch, but is there seriously anyone out there who really cares about this that didn't already know about the restrictions and still bought into the iPhone ecosystem? If so, why? Why if freedom to install any software you want on your phone was a priority for you would you ever have bought an iPhone in the first place? It's not like they started wide open and got locked down.