Apple won't do that unless they're forced to by regulators. But if the regulators force it, that's certainly an option available to them. (Though there's no wa

Apple won't do that unless they're forced to by regulators. But if the regulators force it, that's certainly an option available to them. (Though there's no way Apple would ever go below 10%. I would eat my hat if Apple could even cover hard costs of running the store at 10%. Even at 15% they'd already be subsidising purchases made using gift cards purchased at retail.)