You make a valid point, but ultimately, I think the current state of affairs - where Apple provides a nice sales channel (marketing in a sense) on their already highly profitable devices and where Netflix brings an attractive service to the platform - is a fairly even trade. Apple is asking for such a drastic renegotiation of this "trade balance" that I predict services will need to reprice for iOS or abandon the platform. Music and video services are already struggling enough - and Apple has too many viable competitors! - for me to imagine them simply submitting. Sony's withdrawal of their app is the writing on the wall, I'm afraid.