For any app which has an existence beyond the app store, customers can already pay without Apple. Customers can pay for Microsoft Office, Amazon Prime, or Netfl

For any app which has an existence beyond the app store, customers can already pay without Apple. Customers can pay for Microsoft Office, Amazon Prime, or Netflix on their own through conventional channels. Apple's position is that if you are delivering digital goods to be used on their devices, then you must offer an additional way to pay. From the consumer's perspective my choices have now grown. Where before I could've managed my own relationships with Microsoft and others, now I can have the option for Apple to intermediate. For people with elderly parents and runaway subscriptions, this is crazy valuable. And while I say customers can manage their own relationships, the truth is that without Apple backing them up, it's companies who will get the better of the relationship by successfully compelling customers to go through their bad payment system, like they already do.