You're missing the intent behind 'the rules': Apple gets a cut of everything on the platform. It's never really been a case of 'if you do X we get a cut and if

You're missing the intent behind 'the rules': Apple gets a cut of everything on the platform. It's never really been a case of 'if you do X we get a cut and if you do Y and we don't'.... they've continually been trying to eliminate the possibility of Y at any real scale.[1] That's been a source of consternation for developers/media companies as Apple has shown time and time again a willingness to alter the rules to eliminate ways in which people could bypass paying Apple. The emails illustrate how they went about it in the early days. (i.e. we're not getting a cut? They're not playing by the rules... it has a very mafia vibe) [1] The exception has been certain large companies that they viewed as strategic on the platform (at least for a time.) As soon as they weren't viewed as strategic, the rules tended to change.