i doubt any startups were planning to launch the iPhone 5.

in your eyes, what exactly have they announced that would cause someone to pivot?

Various iOS 6 features: panoramic photos, photo stream, shared photo stream. Also the loyalty card market (passbook).

Also, missing stuff: there's no NFC, so NFC payments are pushed out for another year in favor of scan-screen.

iPod Nano pedometer kind of kills fitbit somewhat (or a new fitbit like product, including sleep monitors like wakemate).

Arguably the sapphire crystal vs. glass lens for camera makes the market tougher for iPhone/iPod Touch cases.

New iTunes + iTunes Match/iCloud features should hurt Pandora/Spotify type companies.

Any serious founder(s) would have either attended WWDC or known from their network what was discussed there.

Many of the things released today were not in the WWDC iOS 6 talks or iOS 6 betas, or were not extended as far.

Unfortunately Apple have adopted a philosophy of rejecting any app that loosely competes with iOS native apps - we for example had an app rejected for allowing users to share apps on Facebook/Twitter... the reason given was apparently it didn't provide any additional functionality over the native app (even though it did!)