Why would company A need to accomodate any other "app store" in their product, especially if one of their product's selling point is how streamlined it is?
Why should Microsoft allow for other browsers to be installed on Windows? Why should Google allow for other search engines being selectable on Android and in Chrome? The reason in all these cases is the same: it is anti-competitive, and creates a monopoly. This results in unfairly high costs to users, where these users are 3rd party software developers or end users. Due to this countries have laws against this.
Companies obviously wouldn't want to accommodate others in ways that cost them money, but that does not make it morally acceptable from a societal point of view.