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And aside from missing out on the full value of the subscription, developers have found that Apple's bids push up the price they have to pay to advertise their own apps. Lucky Apple thus snags a 15% (or, for the first year, 30%) cut of a subscription fee that could run into the thousands and would otherwise have gone entirely to, say, HBO. This means that when iPhone users search for HBO, for example, there is a good chance they will see Apple's advert instead of the organic search result, and end up signing up through the app instead of the owner's website. To sum up the findings: Apple has been buying Google adverts on searches for the names of iOS apps with high-value subscriptions. I was reminded of this mindset this morning, when reading Apple's response to a Forbes exposé which we've already discussed in some depth elsewhere.
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The musician and writer John Darnielle has argued that any such quotations should be met with the next line from the script, which exposes the previous line's empty cynicism: "Your winnings, sir.")
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(Quite often, by the way, they paraphrase a line from Casablanca, from the scene where the corrupt police chief insists he's "shocked, shocked!" to find that gambling is going on in Rick's notorious nightclub. Some will say the thing isn't happening some will say it is but it isn't wrong but the worst, to my mind, are those who agree that it's happening and agree that it's terrible, but performatively insist they knew all along and can't believe the naivety of anyone who's surprised. Followers of politics will know that one of the most depressing responses you can get to a revelation of wrongdoing is cynicism.