I hope they don't. Apple needs to feel the pain their evil and immoral behaviour is inflicting on the world.
In a perfect world, the government would force them to behave ethically. Absent that, Hey's stance here is the next best thing.
If folks like Basecamp don't start standing up to Apple, then nothing stops Apple from just outright killing the majority of mobile software development. And while it's not directly their fault, at some point iPhone users need to recognize that their purchase of an iPhone is directly funding the destruction of the innovative / creative software they claim to want to have.
If you like Hey, maybe stop buying a phone that's trying to murder Hey. If you run a company like Hey, maybe stop giving in to the mafia's extortion demands.