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Originally Posted by Graham
Except that Apple's rules state that the price cannot be lower outside the app, so Jack's cost of reading would be the same as or lower than Jill's. It is possible, yes, that all prices would rise to cover this.
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It is more than possible, it is almost guaranteed that exactly this is how it will be covered. All prices go up.
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However, the rules only definitely apply to subscriptions, not individual books,
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It applies to everything. There are subs of course where Apple is the retailer (thus entitled for a cut) but this is a minority in the sea of content (e.g. Amazon and B&N books). Apple wants money for nothing from all other content.