Apple has a plan: it will take 30% of the revenue from each application sold in its app store. That’s a healthy profit when you consider that it is planning for an average price per app of $10. With potentially millions of apps sold, that soon adds up to a nice little earner. But what if – just imagine – most of the app developers that were planning to put their software in the app store intended that their products should be entirely free? What if those that did intend to charge were only looking at an average price of $2.29? Stop with the ‘what if’s! This is actually the current forecast! A survey of iPhone developers by Gene Munster of Piper Jaffray has found that this is the stark reality. While it is initially great news for iPhone owners it is devastating news for Apple’s marketing boys. Apple have been trying to encourage developers to charge more for their app store apps, and it is easy now to see why. Of course the app store is more Apple than just a direct profit on each of the apps, and the added utility for iPhone users alone should be worth much more than any revenue sharing arrangement.

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