The reality is that Apple doesn't need them and their company was built on a single feature. It sucks, but the harsh reality is that most startups today are just that—features. They aren't companies. They aren't businesses. They are a missing feature to another product.

Even companies like Spotify become redundant once someone like Apple decides to get into the game. They can hang on for a while because of their service, loyal fanbase, or particular implementation–but they can no longer grow. All of the growth as a result of new users and population growth just ends up going to the Apple product.

Companies are about growth, and if someone like Apple can throw their hat into the ring and completely freeze your growth then chances are you weren't really a company to begin with.

Much of the startup world is based on selling before people figure this out.