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That they won't do, because those people might want to buy Apple products in the future. If they bought lots of Kindle books for iPhone, and then the application is removed from App Store for iPhone, I don't think they'd buy anything Apple ever again, and they'd be very loud about it.
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I have no doubt that they would be loud (they always are), but for Apple the question is not whether folks would be happy or unhappy, but which would make them more money, in the long run, the books they would sell or the future gadgets they would not sell.
For them it is just a question of which they think is best in the long run and in the long run you almost always make more money on many small content purchases than on a few big hardware purchases. Witness the app store or the Kindle book store or, for that matter, the printer vs. ink model.
Visit this again in a year and we shall see.