It's 15%.
In order for a service to get content to end users, let's say HBO, they go through a partner, let's say Comcast, who would take a cut. In return, Comcast had to:
- Create a system that HBO could hook into, and then support HBO
- Act as an affiliate or referral agency to have Comcast customers become HBO customers
- Engineer, manufacture, and provide ongoing support for the cable box device that delivers the video
- Provide end user customer service and support
- Provide financial services: collecting money from customers, dealing with fraud and abuse, distributing payments to HBO, and paying the credit card service fee which is about 1.5% to 3%
People keep complaining and listing all of the things that Apple
doesn't do. What Apple
doesn't do is irrelevant. What Apple
does is very relevant, and Apple does most of the things for HBO that Comcast did.
I have no idea what a fair cut is, but 15% doesn't seem outrageous to me. Also, Apple would need 1.5% to 3%
just to break even on the credit card service fee, so take that out of Apple's cut.
In fact, if HBO's app simply collects payment outside of the Apple ecosystem,
like HBO does right now, then Apple gets
nothing at all.
So Apple is currently providing all of those services listed above, for free. Only if HBO charges through the Apple ecosystem does Apple get 15% that cut.
It's a bit weird to me that people think this setup is outrageous or unfair. I assume they just haven't really though it through. Can you imagine Comcast letting HBO onto their system for free?
It's absurd.
P.S. 15% is the same as the Google Play Store charges for app subscriptions, but everybody seems to question Apple alone. I get that we are on an Apple blog in an article about Apple devices, so that's okay here in this context. But I see it in the general blogosphere too, which seems unfair and biased against Apple.