I think a bit in the first sentence in your first post is key. They don't want devs to think as Macs and iDevices as separate targets, but rather as one big pl

I think a bit in the first sentence in your first post is key. They don't want devs to think as Macs and iDevices as separate targets, but rather as one big platform. They don't Mac ports, they want Apple platform ports. It makes some amount of sense. App Store revenue split aside, iDevices massively outnumber Macs and the gap in graphics horsepower between Macs and iDevices shrinks every year. Devs and to a lesser extent users don't really think that way though.