As Apple says in the article, they put quite a few resources into making the whole App store platform, including in-app payments. The issue is that there is no opt-out for the end user - you cannot use a different app store to install applications for your phone, and jailbreaking is getting harder while at the same time border-line illegal in some jurisdictions, not to mention being quite technically challenging.Imagine buying a car sold by a gas station chain saying "We made the BEST gas stations you can imagine, but you can ONLY buy gas here. It's a fair marketplace, everyone who wants to sell gas at our stations can do so equally, and we'll take the same cut from everyone!".
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