So basically an OS. The only difference is that the OS developer doesn't control or make all the apps (features). Which I think is good for competition, but bad for tight integration.
But this is exactly what we like to avoid from Google and Apple. Perhaps, it can work in China because of strong Govt oversight (read: control), but not in U.S..
Long gone are the days when I used be excited to read update notes for new features... Now I just hope they don't god damn force an update on me.