Where they are going is to try to make Mac OS a closed system like iOS, with only one source to purchase and download apps: The Apple App Store.

Apple sees every developer direct sale and download as lost revenue. They want their 30% on everything and they want a monopoly.

The move to a closed Mac OS will occur slowly but that is where Tim Cook wants to go. Remember, TC is not a technologist or product guy. He's a bean counter and to him, nothing is cooler than money.