At some point free markets become fiction. There's no financially viable way to start competing businesses in markets as entrenched as mobile OSes. Otherwise this would have happened. And if that becomes anti consumers, then the consumers start changing the rules the companies operate under. Because in a democracy we have more consumers than CEOs,so they vote with majority.

(This obviously simplifies things, but ultimately we as humans still haven't found the one and only true philosophy or moral, and maybe that's not possible (I'm no philosopher))