The rules should not be applied the same to everyone. Apple needs to look out for its long term interests and it can deal with small companies in ways that it can not deal with Google or Facebook without harming said interests. It's sort of like the quip, "Owe the bank $10,000 and they control you. Owe the bank $1,000,000,000 and you control them." In the world of business there are unequal relationships.