This opens up a huge can of worms and will push any company who has a subscription service out of the App Store. How does this work with freemium, for instance?

This opens up a huge can of worms and will push any company who has a subscription service out of the App Store. How does this work with freemium, for instance? And what if the app is not from the company but from a third-party that uses an API? We looked at using In App purchase for a large collection of add-ons. Even if Amazon, Sony and B&N wanted to offer in app purchase as well as through their stores, Apple's system is a pain in the neck to do that. Their support structure just isn't designed for a large array of product options.