While Apple have been working in this direction to some extent lately, it’s far from enough in the eyes of most of their fans.
One of the main features that would make people less interested in jailbreaking their devices is the ability to install custom software. However, it’s highly questionable whether Apple would ever add something like that for multiple reasons, and security is not even the top of them.
Controlling their app market exclusively allows the company to profit much more from the operating system, and they’ve been handling that quite well so far. With that in mind, there is a lot of skepticism that Apple could ever make things more open and user-friendly in this regard.
Then there’s the issue of malware, which would become much more prominent if users were allowed to easily sideload apps.
For now, let’s see how things will work out after the current iOS 10.2 beta, and what the next moves of the company are going to be. It’s possible that this is all leading up to a more special release from Apple in the near future, something which will surprise their fans, but it’s hard to tell right now. After all, one of the things Apple are known for the most is their secrecy, and their reluctance to share their long-term plans with their fans.