Tim Cook, the CEO of Apple said that Apple treats developers equally - under oath. The problem is that Amazon got a special deal. Baidu (the Chinese Google) got a special deal where Apple fast tracks App Store approval for them and have special assigned Apple employees for their app(s). This might be one of the evidence that Apple's CEO lied under oath.
Apple changed it's rules for everyone in this category to get Amazon onboard with their video service.
Why should it take another Amazon in another industry to change rules for that industry? Why did Apple change it's rules in an entire category so that they can get Amazon onboard? Because Amazon is too big and has leverage over Apple? Isn't it?
Well this is precisely why good democracies and competitive countries have anti trust laws.
This also shows that for some arbitrary categories to please companies that have leverage over Apple, Apple will change rules at whim. This also indirectly indicates that Apple does not treat all developers equally - if you look at this in good faith.