So someone has finally noticed? Apple has been a rigidly controlling company from the get-go. Tight controls on hardware, software, and just about everything else to do with Apple have kept their market share for computers in the niche category since their inception. It is M$ that has been flexible to a fault, making it much less secure but allowing more hardware and software flexibility in systems, thus making them cheaper.
In the handheld market, however, this rigidity is a good thing, making their iphone less likely to be destroyed by a third party app.