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Originally Posted by Graham
Assuming that Amazon, Kobo, Sony, B&N and the like don't opt for that route, then it does look as though they will lose what margins they have.
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Big assumption.
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The App Store value proposition is simple: 30% of transactions done via an app go to Apple and in-app purchases is the method. That figure may change one day — lowered for certain media or split for app and in-app purchases at different rates — but not until there’s a better and more lucrative online store elsewhere. That day isn’t now. Obviously, if companies like Sony or Time Warner could build their own profitable media stores (not that they don’t try repeatedly) they wouldn’t even need the App Store to begin with. So who has the upper hand here?
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And before you ask...HTML5. No need to do it in a native app that Apple has to approve.