Apple has been gate keeping for decades. It's a fundamental part of their business strategy.

Anyone still expecting anything different is ignoring reality.

It's really not complicated. If you want to continue to be gate kept, use their products and keep giving them your money. If you don't want to be involved with their shady practices, stop giving them your money and using their products.

What functionalities are limited on iOS? I'm curious, because I'm considering Pebble watch as I'm disappointed with Garmin.