I can not be the only one thinking there is an antitrust issue here? I would guess the book thing means Apple is under quite a bit of scrutiny. While I'm not involved in mobile, I've had similar experiences for over half a decade dealing with the banal, highly questionable, and non-uniformly enforced rules Google imposes on its own advertisers. Some of the stuff is bad enough it makes you think it would fall under RI…
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If you're going to pull in market size, you've got to play to the relevant market as well.
One of the difficulties of anti-trust law is that it's fundamentally about power, which is not something economists have a particularly good measure for, nor are they particularly equipped to find (or be interested in finding) measurements for.
Even in a monopoly/monopsony or oligopoly/oligopsony cannot dictate both price and quantity (supply/demand curve), though in the traditional economic efficiency argument of the Chicago (free market) School, the concentration of buying/selling power means that (for sell-side concentration) prices are higher and quantities are lower, or (for buy-side concentration) prices are lower and quantities are higher, and more net value accrues to the side with greater concentration. The Chicago School cries tears over lost market efficiency.
But that's a far smaller problem than that monopoly allows the monopolist to choose winners. Maybe not for all time, but it's the same argument that's been used against command economies, bailouts, and even just plain government regulation. Generally wrongly in the last case, and mostly in the second.
Free markets are based on the principle that buyers, sellers, and ideas meet on equal footing. Where an entity or cabal can select winners, what you've got is no longer a free market.
Which is a pity, as free markets are generally powerful forces for good.