Since spearheading the Android App Market and launching the Kindle Fire, Amazon has seemingly been on a mission to promote themselves as the kinder, gentler Apple alternative. While stopping shy of ever viciously calling out their rival, the message is clear that they believe themselves to be more of a service “of the people” than their counterpart. One of the ways they have done this is by offering a Free App of the Day service that allows its users to snag a free download of an app selected by Amazon. Ranging from games to useful services, it’s a must have feature that, until now, has provided Android owners with another feature to rub in the face of the iMasses.

I say “until now” because it looks like the empire has caught on to the rebel plans.

Yes, its happy days again Apple owners. Apple is now offering its own free app service, only this one will be a free app of the week and not of the day. The good news is that the first app of this service is the brilliant and addictive “Cut The Rope: Experiments” game, which went from “should be essential” to “no conceivable reason not to download” courtesy of the new promotion. Not content to just borrow from one rival, though, Apple has also introduced an “Editor’s Choice” feature (seemingly a replacement for their staff picks and game of the week features) that highlights the newest and best apps for the iPhone, iPad and iPod Touch. The initial showcases are Facebook Camera, “Extreme Skater,” “Air Mail” and Sketchbook Ink.

Of course, all jokes about theft are actually jokes. Developers have been running their own free app promotions since the start of the market, and independent sites have been offering the same, as well as highlighting the best new apps for the same period of time. In truth it is refreshing to see Apple offer these services on their own, and considering that the Apple app market is richer and fuller than that of its rivals, even an app a week instead of one a day is an astoundingly good deal that should produce something of must have quality each outing.

Although it should be noted that the “App of the Week” feature hasn’t officially been confirmed as a permanent addition. However since they’ve launched a new Twitter tag for it, not to mention those large banners for the service on their site, things look good. It’s going to be interesting to see if Apple looks at the success of this initial offering to judge if it will continue in the future. It’ll be interesting because we can’t know if Apple will look at giving away lots of free merchandise as a positive marketing ploy, or the root of all known evil.

Again, joking.