If you don’t use an iPhone, you usually use Android and enjoy more freedom on this system. An easy thing to do on Android is something called sideloading.
You don’t use the Play Store, but also sideload apps from other sources, such as F-Droid. The advantage for the user is freedom of choice, but on the other hand, not all alternative sources are reliable. Apple in particular often cites security and data protection as arguments in favor of isolation.
iPhone users have had to settle for the official app store for the past 15 years to source new apps and app updates. This could change with iOS 17.
New European legislation, which will be applicable from May 2023, calls for the opening of digital markets. Then you can use alternative stores or install apps directly from other websites.