Forcing exclusivity would be a bad idea, but incentivizing it (giving back some of that 30%) would be a smart move for Apple. If they than limit this program t

Forcing exclusivity would be a bad idea, but incentivizing it (giving back some of that 30%) would be a smart move for Apple. If they than limit this program to popular apps they can negotiate prices one by one (e.g. give Amazon a great deal if they don't sell on Android). You'd end up with an ecosystem where the key apps are exclusive and the rest of the apps pay 30%.