Don't forget the classic "Oh, that 3rd party app/feature is so popular, I bet we could build a identical/slightly less useful thing ourselves so people don't have to use other things than Apple software ever"

And why wouldn't they? It's a ton of money and no regulator seems to care.

I mean it’s also a lot more work to add all the features Pebble would need so it could simply be they don’t think it’s worth it (and it probably isn’t, given all the other broken stuff they need to fix).