> they’re completely devoid of any ideas on the software side.

Nah, they're full of ideas. Mostly around sucking out every dollar from anyone foolish enough to build on their OS.

They've seen which way the wind is blowing and their extortionate payment processing fees are going to get limited by most governments. The plan flatly is to extort companies for money in the app store to make up for it.

eg allowing companies to advertise against other companies' names: just like google, they plan to extort companies on navigation (ie direct product/company name) queries.