Am I missing something? They want space on Apple's valuable digital shelves. It's really no different than selling a product at a retail store in that sense. S

Am I missing something? They want space on Apple's valuable digital shelves. It's really no different than selling a product at a retail store in that sense. Some products can do very well being sold directly with no retail partnerships but others depend on being at the end cap of a highly trafficked isle in popular retail stores. Being featured on Apple's top lists, featured, what's hot, or even in some instances an Apple television commercial is huge.