Funny. This is exactly what the Australian banks are so annoyed about. Apple comes in late (with apple pay in that instance) and uses its market power to bully smaller companies into giving a share of profits without taking any of the risks of developing the technologies in the first place.
Not really, I wouldn't call australian banks 'smaller companies'. They are some of the most rich and profitable banks in the world. They are annoyed because they demand even more money - its about what is best for them not the customer.