I beg to differ; I believe any company providing a service or a good has an obligation to its customers. Granted that Apple can afford to ride the high horse at the moment because of its refinement and early adoption of multi-touch, but a draconian control over something like the iPhone will not fare well for Apple in the long term. Sooner or later litigators will compare this amount of control on an ever increasing popular device with the Microsoft-IE case and anti-competitive suits are likely to follow.
Competition will catch on in the iPhone's case, and people will look for alternatives when multi-touch based devices with similar UX and more liberal standards become available.