My point is that this is expected behavior from Apple. This is what they do. They build amazing platforms.

The chances are that whatever Joe Bloggs little app is, Apple want to do it better/differently. So they will. Why should Apple leave the "to-do list" market alone when they believe they can do it better. And in fact they almost always can do it better because they can integrate in a way no one else can.

I don't think this behavior is good or bad. I think it's expected.

I didn't criticise Microsoft when they did it. I don't criticise Apple now. I do laugh at folks who do the former but not the latter.