One thing I would like is the ability to users to have their own encryption key on their devices, and disallow the seller to hold the key. Making it impossible to install anything without the user consent.
Think of it like this. If you own a house, you have the key and not whoever sold you the house. If you own a car, you have the key, the dealer does not have it. Then why when you buy a phone, the seller have the key and you not?
Another thing I would like to see (as phones are computers now) is the ability to choice an operating system to put on.
As for other companies doing the same. Is like defending a wife beater just because someone else also beats his wife.