How is competition "sub"-ethical? Competition drives innovation. VC's say it all the time, the IDEA is worthless without excellent implementation. I find it perfectly admirable that a VC would invest in two companies that have the same idea. It helps the VC feel more comfortable with their investment and adds enough competition that the two (or more) companies will have to do their extreme best to come out on top. The VC wins, the best company wins and the customer wins. Sounds like something Apple might consider unethical, but it's really not, it's competition.