Earlier quoted context omitted.
This is effectively overcharging cash customers for the availability of a service that they don't use. Cash isn't free for stores to handle either. They need to pay employees to count up the cash at closing time, put it in the safe, and periodically distribute cash to registers so they don't run out of change. Additionally, stores typically contract with security companies to pickup and deliver cash to/from the store…
Those are good points, and maybe I picked a bad example. But my point is if that Apple claims that the security and convince is worth 30% we should let the market decide. This is to an extent what Google Music is doing and I think it would be healthy if more companies did this.
There are analogies to be drawn with game consoles, but there are some key differences: game consoles are not general purpose computing devices necessary for everyday life; users can own multiple consoles at once; there are more than two competitors; and the cost of switching is relatively low.