It's starting to become obvious what Apple are doing here...
Apple continues to grow in power and hold 3rd party with an iron grip. 3 years ago, Apple was far from the powerhouse it was today, now the company seems to go to strength to strength with every bound.
Analysts love AAPL, Steve Jobs is back at the helm, and Apple continues to sell products like hot cakes. It is this lethal combination which gives Apple the might and will that nothing will stand in it's way, whether rightly or wrongly.
Whilst Adobe Flash does dominate a large proportion of the web, I see Apple's view is now changing. Remember YouTube, when they re-encoded all the videos to H264, well it is examples such as that which contribute to Apple's 'attitude'.
I see Apple as developing an attitude now along the lines of 'we will continue to dominate handheld web devices, and if you are a web developer and want your content viewed, then no flash'.
Apple are good at this type of stuff.