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You are the one however who fails to understand that for a lot of content it is Amazon and B&N who owns the retail channel not Apple. For e-books and magazines Amazon and B&N are the retailers. Which leaves Apple the role of ... what exactly? Yes, nothing.
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Er, I'm sorry Apple is doing... nothing? Apple built the devices on which the ebooks are read. Apple marketed these devices-so successfully that they have sold 160M of these devices, creating a huge market for ebooks. These apps that read and more importantly, sell these books are distributed through the Apple's App Store and hosted and updated by the App Store. All that is....nothing? I'm going to be blunt-I just don't think you understand how business works.
Now there are lots of businesses that thrive without Apple's help-like, for example, the business of growing turnips. That's completely irrelevant to the the issue of whether Apple should get a cut of sales made on IOS devices for use on IOS devices I can gaurantee Amazon and B&N are certainly negotiating hard to stay on the IOS platform and would be willing to pay a cut. Hell, GOOGLE is looking for cut (10%) of products sold on the Android platform.