For a smartphone, I can pick between 2-3 (depending how you count) major OSes, tons of different hardware vendors for the non-Apple ones, one app store if it's Apple or any source if it's not, whichever cloud any third-party app uses or no cloud if I desire, and a lot of popular third-party alternatives to the native apps.

All that choice is already there, just for a phone. Previously you'd choose a flip-phone and have it all locked together, including with the carrier.