I think there's some misunderstanding about this recent "news".
Apple hasn't changed any of its policies... but rather decided to enforce one they already had in place.
Apple is just saying that if Sony or Amazon offers content for an iOS app outside of the Apple world, then they must also offer that same content inside of the Apple world, through iTunes.
You're not forced to use iTunes... but they want it to be an option.
This isn't entirely unreasonable.
And... my Kindle is always charged. Still can't get used to reading books on my iPad screen.