The thing is apple now faces a big decision. Do they put the apps for free in thr AppStore or do they open up the iPhone? I would think the latter it not an option and this will drive competition so apple will have to entice the developers to put their apps there.
I don't think it changes much. Apple was already getting zero from Spotify, Netflix, Kindle, and other big name apps before this, and they are still getting zero. Other than their pride and reputation, nothing is different.