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30% is okay if you sell your own product, were you can set the price. It is impossible to pay 30% of the sale for a product you have to buy from someone else. Take the mentioned agency priced eBooks. You can't make a profit this way. That is the reason why apple does not charge this for physical goods. Nobody would sell them through apple. But of course apple customers want to buy this things from their idevices with comfort. Since apple does not sell such products, it doesn't charge the fee. But digital products they either sell themselves or maybe will in the future, because they have the infrastructure for it. This effectly makes buying ebooks, movies, music etc. uncomfortable to buy outside of apple. In that way they hinder competition on products they sell themselves.
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