> In our case, however, it’s clear that we were serving Apple,
> rather than Apple serving us.

I think this is the problem with most of Apple's ecosystems. For any third-party vendor participating in Apple's ecosystems, Apple's goal is to eat up as much of their profits as it can, while still somehow allowing them to survive. This works for mid-sized companies, but it's often not acceptable for larger companies (Microsoft and Adobe are not going to give 30% of their revenue to Apple), and it kills smaller companies who already start out with low profit margins (that's probably one of the reasons why you see so few productivity apps on the iPad).