The way I see it is this: the apps, the GUI and the underlining OS would be completely decoupled from eachother (much like Linux/BSD and Gnome/KDE). The OS would be free software, because that is what FOSS is good at (not end user facing software).
For the apps and GUIs there would be a marketplace (or ideally several), where people/companies can sell or give away for free their software. Most GUIs and apps would suck (just like most apps suck today). But there would be a few ones, which are truly great, much better than Google or even Apple could ever make them. And these would not be made by big companies, but by small startups consisting of creative people.
For the apps and GUIs there would be a marketplace (or ideally several), where people/companies can sell or give away for free their software. Most GUIs and apps would suck (just like most apps suck today). But there would be a few ones, which are truly great, much better than Google or even Apple could ever make them. And these would not be made by big companies, but by small startups consisting of creative people.