Steve want’s you to use the App store, he does not like Flash. Google wants you to use the webM video format in HTML5. A lot of people want to use open standards in HTML5.
Adobe feels the potential stress of developers leaving the Flash / CS5 environment and suddenly they say “Hey, we love HTML5!” The way Adobe does it is very cleaver.
Adobe provides a Flash-to-HTML5 converter – ‘Wallaby’ – which takes the source FLA file as input. This means that you still have to author your app using Adobe’s CS5 environment and tools, then you can publish as a standard Flash SWF-file for embedding in a webpage, and export the app as HTML5 code using Wallaby.
The thing is that developers will still be using Adobe products and technology, and will be able to publish a Flash/SWF file in parallel with the HTML5 version. Adobe stays in the game. More details at Adobe Labs