yes, and ApplePay just served to further legitimize that trend. i find it interesting that they reopened their app store to Bitcoin wallets only 1-2 mo before their announcement.
They would not have released ApplePay if they did not think it could compete with and beat Bitcoin. And if they think that, then they feel that the wallet apps on the phone are not a threat to their ApplePay - it was bad PR and it was turning some of their users away, I guess they feel the trade off of allowing them is worth it.
I don't use an I phone but was informed that the send payment function had to be disabled to qualify under the ToS, if that is still the case Apple obviously feel they can't compete on functionality.