[0] And even retailer isn't quite right. What the App Store does is less akin to the wholesale-retail model and more like the agency sales model.
[0] And even retailer isn't quite right. What the App Store does is less akin to the wholesale-retail model and more like the agency sales model.
As a consequence there are incentives for the stores to decrease the amount of money they make in the normal way and they instead try to find strange ways to make money that the mall doesn't get a cut of.
For example if you buy shoes at the shoe store they will send you new colorful shoelaces every month if you mail them money.
But every now and then a store will come up with clever new way to make money that doesn't give the mall its cut and then the mall throws the store out and leases its space to a competitor. Or just announces method X of making money also needs to give us our share.
App Store is not unique, it is a platform copied from other vendors such as Nokia: https://en.wikipedia.org/wiki/Ovi_(Nokia).
Users pay for the phones.
There is no 'merit' left for Apple (or Google) to collect fees or to impose rules.