I think Apple really considers this a store. If we compare to Walmart, I’d say 2 out of 3 are obviously the way it works.

When selling in Walmart, they won’t let you advertise that you can buy the same product cheaper elsewhere.

They also want their distribution deal with you a secret. You don’t go post your terms of engagement with Walmart on your corporate blog if you expect to keep selling stuff in Walmart.

The pricing is where things start to change and I think I agree with you that it’s a step too far.