I think Apple and Amazon (an Amazon lawsuit is linked inside the article) will argue that they are similar to video rental stores like Blockbuster back when it was in business. However, Blockbuster did have physical copies of movies available to purchase in the form of VHS, and DVDs so I would argue that Blockbuster calling itself a store was still alright even though it might have done more business in rentals.

I’m not how Apple and Amazon’s respective media rental businesses would rename themselves to remove the word “store” e.g. App Store to App Rental. I do agree that both companies, Google, and others mislead potential customers by labeling what is essentially conditional, long-term rentals / leases as ownership.