The only way to get apps on the original iPhone was to hack your iPhone. It was only through the incredible demand that users wanted to do this that Apple actually released a store for applications. I'm continually surprised at people that are surprised when Apple does stuff like this.

To engage in a little snark, I wonder how long it will be before Apple adds a feature to the next version of iOS that allows f.lux-like functionality, and then claim they invented it.