It sure looks like it. After rejecting several apps for this reason—and being criticized for it—I’ve recently noticed a trend in the other direction. Some examples:
- GMail - An alternative email client that has replaced Apple Mail for me.
- Opera Mini - An alternative web browser that doesn’t rely on the WebKit rendering engine.
- Downcast - An alternative to the Apple Music app for listening to podcasts (previously podcatchers had been rejected)
- Calvetica - An alternative to the Calendar app
- Skype - An alternative to FaceTime for video calls
And there are many more. You can count Pandora, Spotify and other services as alternatives to the Music app, and there are god knows how many camera apps.