No, Gruber has stated that he does not believe Apple is ignorant of the consequences of taking 30% of Kindle sales or Netflix subscriptions via iOS — after all, Apple built Netflix support directly into AppleTV. He believes the company has probably been in talks with Amazon, Netflix, and similar companies for some time.
There's a lesson here. Build your brand inside of iOS and you're screwed. Apple can choke you. Build it outside of iOS and you have a chance to have reasonable terms. As nice as iOS is, w/o middlemen, established outside of iOS, like Kindle and Netflix -- it probably gets killed by Android.
That lesson is not limited to "iOS" and "Apple". If you place the financial future of your company solely to $PLATFORM, then $PLATFORM_OWNER will always present a risk. That's why the smart companies also get their services running on $PLATFORM_B, $PLATFORM_C and $PLATFORM_D.
