This really bothers me. I've been fine with Apple's "Walled Garden" App Store approach, because I do believe it offers consumers an amount of safety when buying apps.
Anecdotally, I tell friends and family who are new to their iPhone (or Mac, iPad), that they don't need anti-virus, certainly not on their iPhone. They don't need to worry about downloading bad apps from the App Store, Apple doesn't let anything bad in (Android has a history of malware in its app store). It's what they expect from owning an Apple device.
I really don't want to have to start telling them, "Careful, you could be downloading a fake app" anytime soon. I believe Apple should work harder to stop apps like these from getting into the store - it's much better for developers and consumers.