This may work for Amazon only because their own brand is also directly known to the user, and a lot of users would also be visitors of their website. But for a newcomer trying to sell digital goods via an app, good luck
They may have some sort of ‘free pass’ due to their size/influence. It’s eqsy to say that Amazon’s content is meant for Kindles too, and just happens to work for the iPhone.
But if you have an iOS only app? Good luck arguing your way out of the rule.
But if you have an iOS only app? Good luck arguing your way out of the rule.