I'm kind of surprised Apple is willing to fragment things so much just to avoid these consumer-friendly rulings as much as they can. Obviously it's profit-driven - I get that - but it seems to go against their branding a little, where the Apple ecosystem is typically very simple to use and has parity across devices.
Because the app store and all of its marketing is a huge source of revenue for them. Giving up even the smallest portion of that market goes against their company goal of: number go up.
It's not going to get more complicated. The only thing Apple did was make it more expensive to provide products outside their store. It makes absolutely no sense to do that.