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But Google Maps is on iOS because there's hundreds of dollars worth of friction in buying a new phone. Google knows people won't leave iOS just to use Google Maps.

In contrast, installing another app store is just a few taps. Consumers want the app, and then will be forced into a situation where they've got 10 or 15 different app stores installed to support the 20 apps they use, because no corporation wants another corporation taking a percentage of payments or controlling app review.

It will be lovely.



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