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Apple is free to do whatever they want on their own proprietary platform. In this case they're trying a new revenue-generating business model, and that's fine with me. Kobo and others are not forced to cut off the direct sales links in their apps, they just don't want to pay Apple a 30% cut for the convenience of buying within the app. You can still go to the browser and buy via the web interface.
Having said that, Apple is being ridiculously greedy in asking for a 30% cut, and they richly deserve to have this business model fail and cost them in platform popularity.
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