Yep. If I was an iPhone user and just bought a Pebble, I'd go to the App Store and search for "Pebble" to see what apps I could buy that work with my Pebble.

Yep. If I was an iPhone user and just bought a Pebble, I'd go to the App Store and search for "Pebble" to see what apps I could buy that work with my Pebble. It's the same thing I did when I got a Moto 360. I went to the Play Store and searched for "Android Wear" to find apps that make use of it. If I'd gotten a Pebble, I would've done the same thing. It sucks for the developers of iOS apps that are meant to integrate with Pebble (or other similar devices). I assume this means you can't create an iOS app whose sole purpose is doing something with a Pebble watch since otherwise there's no real way to describe it in the app store (not one that would make for easy discoverability at least).