An app platform where truly everyone was treated the same is simply unrealistic. Of course, Apple will always have to try and accommodate the needs of the most popular apps on its devices with technical support, elevated App Review processes and the like. Apple should be truthful about that reality. Having Tim Cook say that everyone is treated equally when it is clearly not the case is not a good look.
This particularly stings when special financial deals leak out, like the email between Bezos and Cue. Meanwhile, the rank and file of the App Store, big companies and indie developers alike, have to sit on the sidelines and try and making a sustainable business where they are forced to give over 30% of their revenue to Apple.
