I think Apple are trying to make the point that they have invested again in this space, so they hope that software developers will also invest. The expectation

I think Apple are trying to make the point that they have invested again in this space, so they hope that software developers will also invest. The expectation might not be for an immediate switch from software developers, but laying the groundwork for something longer term. We'll see how it pans out, but Apple are experiencing pressures they didn't experience a few years ago.