I think most people don't really see the larger implication of a company that takes advantage of their customer base by forcing installation of unwanted software. Think Microsoft and the antitrust lawsuits in the 90's. The problem here is that I want the security enhancements of an updated iOS but am being forced to install secondary apps that - currently - are nothing more than marketing. Yes, I can hide these apps, but why should I have to? The original bloatware was already problematic. One would think, that a company renowned for design would ensure they did not duplicate the same flaw. Packaging the app with an update is simply a marketing maneuver. A transparent and cliche move by a company from which we expect something more .... innovative.
As for those believing that Apple can do with their product as they see fit - customers can turn on a dime. One need only look at Blackberry to see how the mighty can fall.