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If Apple barred Amazon and others from their devices the issue of how to buy content would not even arise.
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True, and they would have sold at lot fewer iPads. You have a some other plausible theory about why they allowed third party vendors to sell goods through their platform?
Is Amazon bullying Apple and other booksellers by not allowing them to sell books or download content on Kindles? Yes, Amazon is no better than Apple by using a proprietary DRM scheme. No rebuttal from me on that one, point stonetools