[brudgers]

To most people a phone is a phone. Yes they know iPhones are made with apples. Everything else is largely noise. Downloading apps is a form of entertainment - which store is not critical to enjoyment.

App stores are not the future. The future of mobile is that I can show you an app. If you like it, I 'send' you a copy and you complete the transaction via the app developer's mechanism which might be facilitated by some processing infrastructure. The future resolves to PayPal and Visa and Amazon not iTunes.

These are the early days when IBM's business was selling punchards on leased equipment.