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The opportunity this created and that everyone missed , even me (till this weekend when it dawned on me), is for publishers to go direct to consumers and launch their own apps selling ebooks to readers.
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Except Apple are still a middleman taking a 30% cut of each sale via the app.
The only real way to sell direct to your customers is via a website, no middlemen and you keep 100% of the profit. (Usual exceptions for web hosting, payment processing etc) Then they could have an app that sync's content like the kindle app does to avoid the 30% fee.