The hops are to balance out the sweetness. You could use tea or wine tannin or just skip them. Most hard cider is hopless.
It seems to me, and I'm a complete cider newbie, that there are three styles you can shoot for: apple wine (a white wine made with apples instead of grapes), sparkling cider (a champagne made with apples instead of grapes), and Woodchuck/Strongbow cider ales (beer made with apples instead of grain). The carbonation in the latter two will add bitterness itself to balance out the sweetness. But, lots of people like apple wine. The Graff people are also looking for something that is made on a beer time scale vs. a wine time scale. That is about as far as I've thought about cider LOL Would help if I had some from my batch ready to drink as I made them pretty plain. Just wanted to take pressed cider, add ale yeast, and bottle and see what it would taste like.