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Would you buy a game console that could only play games approved by the console manufacturer?

I'm pretty sure that brick and mortar stores retain more than 30% of the sales price of DVD's.

Isn't this kind of the point? Just stop buying Apple shit. If there is no Spotify app on iPhone, and everyone has to use iTunes and Apple Music, the iPhone platform becomes less valuable.

Of course Apple is allowed to do what they're doing. They are begging people to stop buying their products. Anyone buying an Apple product today deserves that money less than Apple.

I buy films through the Apple Store; that's equivalent?

The problem with your analogy is that in that situation Apple would be doing all the customer billing, billing support, collections, etc. It's not that Apple made the DVD player, the store also outsourced a large chunk of their finance department to Apple. And that's what they're paying for.

Maybe they're paying too much, but they're getting more than just the ability to appear on Apple DVD players.