Back in the day, Apple simultaneously:

* wanted a 30% cut on all Kindle book sales (sold via iOS)

* had negotiated with most major book publishers that any book distributer (aka Amazon, Apple, B&N, etc) must sell their books at exactly a 30% markup.

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Also, we had built a native store experience for the Kindle app before launching it.

Yet, after submitting to Apple (and not hearing anything back for weeks), Apple announced their intent to roll out in-app purchasing many months later

They also immediately blocked our submission and forced us to take out all references to the native store or even linking to the web store.