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In some ways it is more than just a software application, but you continue to ignore the very valid point that it is a two way street, while amazon and the like benfit from being on the ipad, apple most definitely benefits as much if not more by their presence on there too so the whole argument that they merit 30% for other people's work while amazon deserves to make a loss on their own business that helps to promote the ipad is frankly ludicrous in the extreme.
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Wow, I guess you would have a great point-IF I made that argument. What I'm arguing is that Apple deserves a cut for items sold on the IOS platform, for use on that platform.I've argued that apps which are in actuality storefronts should be treated as if they are storefronts and not as if there are mere computer software programs that have nothing to do with sales and selling. Your argument is that the wonderfulness of the Ipad would be compromised if Amazon has to pay Apple a cut of the millions of dollars it makes selling books, etc. on one of the greatest merchandising platforms in the world. Moreover, If Apple asked for a cut, they would flee the platform without even trying to negotiate and it would ruin the Ipad.
All of this sounds a bit different from the real business world, where contracts are renegotiated all the time and where merchants understand that they have to pay a cut for selling on any successful retail platform-whether it be Best Buy, Walmart, Macys, Amazon or Apple. I'm pretty sure that the businesses who are making buco bucks on IOS will negotiate it out with Apple.Lets wait and see.