> It's also worth considering how gift cards affect what Apple can charge. Apple sells gift cards through retailers, who are getting a cut of those sales. That

> It's also worth considering how gift cards affect what Apple can charge. Apple sells gift cards through retailers, who are getting a cut of those sales. That's a particularly interesting example, because Gift Cards regularly go on sale (at least here in Australia). I would often wait until my local stores sold the $100 App Store gift cards for $85, and stock up so everything I bought on the App Store was 15% cheaper. So if Apple is able to sell retail gift cards at 15% discount, it suggests their 30% rate might be higher than it needs to be.