[echelon]

If a customer finds HBO through Apple's ad, they'll be paying for the subscription via Apple. Apple gets a 30% cut.

Apple did this all on their own, without telling app publishers. They're deliberately trying to get their 30% tax and shut out app creators.

This is nefarious. Apple is cutting the legs out from the very apps that bring value to its users.

This could be the basis of an antitrust case against Apple.

[rkk3]

They aren't forced to use Apple as a distribution channel, just like Lenovo could also not sell computers on Amazon or at BestBuy and they probably make a higher margin when they sell D2C as well.

It's a cold blooded move by Apple, but I don't think its "nefarious". I'm very much against their rent seeking with the app store though.