Let's forget this is about Apple iPhone for a second...
... and lets say this was a company that developed for arguments sake an Operating System that ran on, lets call it, Personal Desktop devices.
Let's now assume they said "the only way you can buy software through our website where we take a cut of everything".
Let's now say they mandated "only applications developed through our .TEN APIs will be allowed to be submitted to our site. Sorry Sun/Java... sorry all those innovative people who've invested time and effort into alternative technologies... f##k innovation it's our OS - we'll do what we like!"
Now let's say that company was called Microsoft... what would you Jobsian brown-nosers be saying then?
Hey - guess what they don't need to ... they have the market sewn up through innovation in a generally (?!) competitive market on that platform... and yet PCs outsell Macs how many to one?
I'm not an evangelist for any particular company or technology - I am an evangelist for Open, innovative IT! Proprietary sucks... and then it dies. That's what history shows us.