To clarify, by ending i mean Cole's death. I felt it was an anti-climax; and the way in which the game distances itself from Cole, by having you play as Jack, meant that Cole's final moments didn't pack enough of an emotional punch for me (just my opinion though).
That said, I did enjoy the funeral and Jack/Herschel's conversation.
Yeah, i definitely agree. The apple store is covered with copycat games, purely because it's relatively cheap to make and sell and the market for mobile gaming is growing at such a fast rate.