Good. Just like the Microsoft IE case.
Not at all analogous. It’s Apple’s Store. You can’t go into someone’s store and sell your products in their store without permission, nor can send them to your store to pay, after poaching the customers out of someone else’s store. Advertise all you want elsewhere, but don’t trespass to do it, or invade another business’ business model to advertise your products and expect them to not be compensated.
Microsoft built Internet Explorer, an application, into their Operating System, gave it preferential access using specialized privileges utilizing proprietary trade secrets it refused to share with other publishers of other applications, and made Internet Explorer the default application other applications called to the detriment of their own Customers. At the time, the also deliberately crippled the other similar applications for their own benefit. This was indeed ruled anti-competitive.
Apple is a hardware maker and seller that provides an application market that includes a reasonable cost end-to-end point-of-sale distribution and money and taxation handling service that is among the lowest cost in the industry while maintains a secure source of malware free content and applications to its users.
Apple has provided this system which has worked securely for almost 20 years while Apple has consistently reduced costs of that system to developers and publishers over that time and returned to them up to 85% of the revenues collected. Meanwhile, the percentage that Apple does retain allows these developers and publishers access to a marketplace of over 1.5 billion users who spend more money than all of the Android users combined! In addition, it allows these same developers to provide the users with free versions of their applications at zero cost to the developer (free advertising and marketing) to induce them try them out their products and thus upgrade. They want to be able to BYPASS Apple when these free trial users decide to upgrade.
That could end a lot of FREEWARE offered on the App stores if the store hosting it cannot eventually reap the sale of the upgrade. Apple statistics show the App Store contains about 80% free apps. Those are supported by the paid revenues Apple retains. Be careful what you wish for… you might end up killing the golden egg laying goose if you get your way.