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iTunes is the delivery system for apps on apple devices. Many companies are making free apps to get them on the iOS devices them simply pointing users to a market where they sell users things. Apple had decided that if you want to have an app on the the store they own and it delivers paid content then they want a part of the cut. 30 percent is a bit high but then it also drives these competitors off the the platform so Apple can then sell you Apple's version of that product.
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