You wonder if Apple will take notice of this app and decide to come up with their own app and have it on iOS by default - they'll then be able to get the tie in

You wonder if Apple will take notice of this app and decide to come up with their own app and have it on iOS by default - they'll then be able to get the tie in with the content publishers as the 'official' application. I could then see Apple launching subscription 'bundles' for content or sharing the ad revenue with publishers. They could then remove flipboard from the app store as it duplicates functionality :) Does that sound feasible?