What it seems to me that we have here is a huge tempest over a badly worded statement from one of Apple's PR flacks.
The statement in question says that if content for an iOS app is available for purchase outside of the app that it must also be available for purchase inside of the app and through Apple's in-app purchasing framework. What I think it was meant to say is that if content is available for purchase via in-app purchase it must go through Apple's framework, and possibly also that if there is an in-app purchase mechanism that all content that is available for purchase outside of the app must also be available through the in-app mechanism.
I'll tell you why I think the above, it's because of the actions that Apple has taken more than the words they have spoken.
This was all set off by Sony reporting that their app was rejected because of offering an in-app purchase mechanism that did not use Apple's framework. This was a clear violation of the developer guidelines and also clearly done at least in part to bypass Apple's fees. An additional data point is that Apple has approved Amazon's Kindle app and that at the time it was approved much press was made over the fact that Amazon had to redirect people outside of the app to make new purchases (to the Amazon website through Safari), rather than host the Amazon web pages in an in-app browser (which many apps have), in order to comply with Apple's rules and be able to both avoid Apple's fees and avoid Apple's need to approve every individual thing that might be sold for the Kindle (app).
Appleinsider reported that Apple has said that the Kindle app is not in danger. They don't seem to have attributed this headline to a quote that specifically backs it up, so it may just be an overly zealous apple-friendly interpretation of the part of the PR statement that says they (Apple) have not changed any rules. It's hard, therefore, to let this lend too much credence to the argument one way or the other, but is nonetheless part of what went into my thinking.
In the absence of further clarifications from Apple, either in statements about the policy or in rejecting the existing Kindle app, I'm going to go with Apple's (lawyer vetted) written app guidelines and actions over the possibly-off-the-cuff comment of one of their PR minions.
There's nothing to see here, nothing has changed. Sony is whining. Apple is still a little evil, but still makes incredible consumer products.