iPhone 2.0 firmware jailbroken

According to Information Week, the beta of 2.0 Firmware has been jailbroken by iPhone Dev Team. They have reported on Tuesday that they “decrypted the disk image and jail-broken the firmware.”
They even posted an image as a proof:
The jailbreak works only on unlocked iPhones.
This raises the question whether Apple could retain control of app development and sale; which they’ve planned with their current sales model.