Execs talked not `leaving money on the table` when setting App Store fee
(iMore iPhone)

Emails provide an inside look at Apple`s thought process on App Store fees. What you need to know Emails from the Epic v. Apple case showcase Apple executive discussions on App Store fees. As reported by The Verge, emails unveiled in the Epic Games v. Apple lawsuit bring to light the company`s internal feelings on why it takes a 30% cut on App Store transactions. While the fee is standard practice across all App Stores, it also benefited Apple from `leaving money on the table.` The emails date back to a 2011 discussion, which included Apple software and services leader Eddy Cue, around how Apple would handle subscription video applications on the Apple TV — an important conversation, given the rise in popularity of streaming services. And while the discussion doesn`t offer much insight on Apple`s existing 30 percent fee for the App Store, it does reveal how malleable those rules were when it came to maximizing profit. Discussions around subscription fees for video appl...