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> I don't see why he didn't just pay the 99 USD and distribute it via the app store

If I understand correctly, they can't do so since they are using undocumented APIs that they are not allowed to use in store apps.

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That's correct. Additionally, although there are many ways to work around these static code checks Apple performs at app review time (due to Objective C's runtime capabilities), you can bet an app as popular as f.lux would get pulled very quickly with potentially long-term damage to their relationship with Apple*

(* See https://ifixit.org/blog/7401/ifixit-app-pulled/ )

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