Extending "control" to include Apple's being the source of supply rather than limiting it to control over content, etc...
Not really sure what you mean here. Are you seriously "envisioning" a Mac App Store in which only software written by Apple is available? Why on earth would they want to do that? As it stands now, thousands of developers create an astounding variety of Mac software, and Apple's only cost for this cornucopia is maintaining the infrastructure by which it's made available—which cost is defrayed by 30% of the take. I doubt you'll see them pick up a much higher tab for the vast reduction in choice that banishing third-party apps would accomplish.
You must mean something else by
complete control over all content, but I can't figure out what.
