This, right here, is why I abandoned the Apple ecosystem. When a company has the kind of control that Apple has with the app store, they will inevitably abuse it.
It's a bit different because (outside of irrelevant Windows Phone and dead Windows RT) the MS app store is optional, just one of many mainstream, widely accepted ways of installing software. Whereas with iOS, if Apple says no App Store for you it means no access to the iOS customer base.
