Perhaps it's just my business background talking here, but why is anyone surprised or even upset that Apple continues to do this? All companies are looking for

Perhaps it's just my business background talking here, but why is anyone surprised or even upset that Apple continues to do this? All companies are looking for value adds and providing a good/better/best/integrated/whatever version direct in the OS layer is a great way to do this. If you owned a platform, you would do the same thing where appropriate. Smart businesses don't just build an app or a feature, they build a whole business and potentially even a whole platform. For example, look at Remember The Milk or Evernote. Sure, Apple can make their own cloud-synced todo list app. Great. But, RTM is on many different platforms, as is Evernote. They have thousands of customers that will keep using their app even though a system app might do the same thing. My point is just because apple turns your feature into their feature doesn't mean you can't have a successful business. It just means you have to adapt and change. It's no different than if you were running a successful little coffee shop and Starbucks opens up across the street. You can whine that it isn't fair that Starbucks Megacorp Inc. just showed up next door stealing your thunder, or you can take care of your customers so that they don't go across the street. In the end, business is competitive. You have no inherent right to build software or sell it on a given platform or in a given store. The fact that Apple, Google, Microsoft, HP, Amazon and so on make worldwide distribution for indie devs so easy is completely 100% incredible. Just try and sell a physical copy your $0.99 todo list app or game at every Wal-Mart, Target, Best-Buy, Gamestop, Verizon/At&t/Sprint shop in the country then maybe you'll have an idea of just how good you have it.