Apple has caused a lot of dissent in the content world by promising to apply rules requiring an in-app purchasing option for content also sold outside an app after 30th June.
In this fashion, Apple will take a 30% cut of the publisher’s revenue to pay for customer acquisition costs. Whether this is fair or not is another debate.
How can publishers get around this? Offer incentives to customers who purchase through their own site. This can be in the form of an enhanced purchasing experience, for example, showingcomments on the web and not in iOS; or they could offer points such as air miles for purchases through the web and jack up their prices by 10% to cover the cost of iOS purchasing. After four ebook purchases, your would be eligible for a free one. Hey, that even engenders loyalty. Thanks Apple!
How about variable pricing for consumers? If you regularly purchase through iOS you pay 30% more than a user who regularly pays through the web, whether your buying through iOS or not.
Time to get creative people!