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The policy no longer applies but for a long time, from the start of the app store, you weren't allowed to make apps that "duplicated the functionality" of the built in apps.

Notably Google made their own maps app and Apple banned it:

http://www.businessinsider.com/apple-screws-google-over-lati...

But it also applied to iTunes competitors:

https://www.engadget.com/2008/09/12/app-disqualified-from-ap...

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That's a good reason why fines (like what Google is getting) should be huge.

It's deliberate to kill competition while not being in a dominant position, and then when in a dominant position, continue the trajectory by defining defaults.

The Apple apps are dominant partially because of the abusive rules the app store had earlier. It's quite clear from the fact that in any area where Apple did not have a default app, they are unable to match what the free market offers.

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