This is because it was Apple that devised the Agency Model and was the first to propose it to the Big Six publishers as a way of getting them on iOS. "....whic

This is because it was Apple that devised the Agency Model and was the first to propose it to the Big Six publishers as a way of getting them on iOS. "....which I think is understating the role of the publishers, who would have rejected it if it hadn't been very much in their own interests." Apple just gave them a better deal than the one Amazon was willing to fight dirty to maintain.