However, deciding that applications can't display location-related advertising is several steps across the line. Likewise, banning the word "Android" because it's the name of the operating system on rival smartphones.

Apple either needs to accept there are limitations to what it can force-feed its customers, or have its rug pulled out by regulators or the courts.

For many years I have said that Apple's stranglehold over its platforms and customers was more than Microsoft ever hoped to achieve, but got slapped down for.

Apple has wrapped itself in a warm-and-fuzzy costume, but it hides a company as dominating as Bill Gates on his best day.

Microsoft couldn't get away with it, and neither should Apple. If the company won't see its limits, they may need to be imposed.