It originates from publishers. When Amazon was pressuring all the publishers to sell cheaper e-book versions for their Kindle, they were aggressively cutting pr

It originates from publishers. When Amazon was pressuring all the publishers to sell cheaper e-book versions for their Kindle, they were aggressively cutting prices to win consumers from competition. They'd then use their classic "70% of your purchases come through us, so lower your prices for Amazon or we will cut you from our store" to get more profits. The publishers obviously hated this, and especially seeing the brand damage of their brand new flagship type books on sale since it made them seem like they were in the bargain bin for not selling well. Since Amazon was a reseller, they could do whatever they wanted with the pricing. Apple came in as a "savior" for the publishers and said that the publishers can set their own prices and take as much profit as they wanted... just as long as Apple got 30%. This 30% originally came from the music publishing industry (where they did set the price themselves, remember $0.99 songs?), went through books and now has been legacy'd onto apps. If nothing changes here it'll probably exist for metaverse stuff if they go there.