Are you blaming Apple for corrupting Microsoft? Wow...
I don't see the distinction between phone software and other consumer electronics. There are all sorts of software stores from every type of consumer electronics manufacturer out there that are screened in similar, if not more restrictive ways. If you like unfiltered software on your phone, there is still Android and J2ME devices.
Windows Mobile really isn't a good example to hold up in my mind since you must be a masochist to put up with its flakiness and third party software that is generally terrible compared to other platforms. When I was in charge of IT for a medium size company, every experience we had with Windows Mobile was an unmitigated disaster, especially compared to the iPhone (after it supported Exchange).