^It's a good point (something I hadn't considered), but you said it yourself - they would have to give up too much to do it.
Too little to gain and so much to lose.
The difference is they started with a closed system on the iPhone. OS X is pandora's box and it was opened a looong time ago.
This is great news for small developers though. We might see some serious innovation returning to the big screen devices.
Edit: the "^" refers to sclitheroe's original line of thought.
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