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I’ve played with this a few different ways; both with genetic magic and more general selective magic.

What I usually do is treat it like any other talent or ability. So yeah, everyone <i>could</i> start fire with magic, but only a few can make fireballs of any size (because they’re stronger or more talented or more learned). Some can barely even heat up kindling enough to start it smoking.

I have one magic system that only is of use to amputees and cripples- to make up for their weaknesses. I have one where certain writers literally create worlds and can bring their characters to life. In these cases, you have to <i>be</i> a certain way in order to qualify for power, and even then it has to be learned.