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It's not just a matter of Apple becoming rich off the backs of other bookstores. Under the Agency pricing model (which all six big publishers use) a bookstore gets 30% of each sale. Apple knows this since they were the ones who first brokered the Agency agreements with various publishers. When Apple asks these bookstores to hand over 30% of a sale, they're really saying that they expect these bookstores to make *nothing* on those sales.
As for non-Agency books ... while I have no facts to back this up, I would guess that many of those books are the lower priced ones on the various ebook stores. I doubt the bookstores are making 30% from each book sold, so they'd lose money on every single book sold. The only option open to ebook stores, then, under a proposed model where they'd see at best 0% from each sale, at worst a loss on each sale, would be to remove the in-app link to the store. I'm sure Apple knew this, and doubt very much that they actually expected anyone to agree to their prososed deal.
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You should understand that this scenario has been kind of "baked in the cake" through behind the scenes negotiations, and that there is some kabuki theater going on. After Apple made its changes, it was understood that the booksellers were going to remove their store links and that they were going to do so only after it was clear that they were "pushed" by Apple.
When the booksellers' customers ( who haven't been following this) see the missing store links and get enraged by this, the booksellers can direct the customer's wrath to Apple through the quick deployment of emails and other notices.
Apple is willing to endure this wrath because:
A. They have business objectives other than ebooks in mind.
B. They understand that the customer's wrath will blow over once they realize the Ios platform remains the best and most versatile platform in terms of buying and reading ebooks.