Epic describes profit as one of the biggest differences between iPhones and consoles. It argues console makers have to treat app makers better because they lose money on hardware, unlike Apple, so they need to plan around attracting developers to the platform. And from Microsoft’s point of view, Wright emphasized in testimony that no Xbox console has been sold at a profit, even late in a generation’s lifespan after manufacturing costs fall. So part of that curated hardware/software experience includes planning around a specific genre of app and attracting the developers who will build it, rather than simply turning it loose and seeing what happens.