Yeah, that definitely shouldn't be overlooked. Apple has a bunch of web-facing apps of their own, implemented in a variety of technologies, including some WebObjects/Java stuff, and some SproutCore/JavaScript stuff. Both of those are essentially clones of portions of (and different generations of) Cocoa (fka NeXTSTEP, which is relevant to recall here, because the WebObjects clone is that old, despite the fact that one of the largest stores on the Internet, iTunes, is built on it).
Here's an interesting political history of WebObjects around the time we last heard from it. As strange as it may seem, there's still an active WebObjects development community despite it being essentially self-supported for nearly a decade, now. Many of the developers in that community were, previously, Objective C developers, and the ones that survived the transition to Java are language agnostics. I suspect they might welcome the opportunity to migrate to a Swift/Cocoa web stack.
It will take some while, but Apple has just made the first step to a "language mindshare" play in the web application space.
Any sufficiently advanced technology is indistinguishable from a rigged demo. - Andy Finkel, computer guy