When the publisher rebates, they are losing out on the Apple cut/tax. So if they rebate 50% of a $100 item, Apple still takes $30 on the full sale price. This m

When the publisher rebates, they are losing out on the Apple cut/tax. So if they rebate 50% of a $100 item, Apple still takes $30 on the full sale price. This means that the rebate needs to be reduced to 35% for those that buy on the App Store, which still creates two classes of repeat customers.