> Marginal cost of developing App Store is nearly zero per app. And the marginal cost of copies of software is nearly zero, and yet developers still want to ge

> Marginal cost of developing App Store is nearly zero per app. And the marginal cost of copies of software is nearly zero, and yet developers still want to get paid, no? > Apple doesn't increase your reach. They merely let you through an artificial barrier they themselves have created. The important bit is they created it. And the barrier exists because things are better inside than outside. They made the iPhone, got people to add their card info and normalized paying actual money for 0s and 1s. The BATNA for developers is not "Apple opens their platform", it's "try getting customers to hand you CC info to buy your app on the WWW".