Apple Will No Longer Take a Cut From Video Apps. Amazon Prime is already on board, meaning you can now make purchases directly from the app.

It might be hard to remember a time before you could download apps and make purchases within them on your iPhone. In many ways, there would be no iPhone as we know it without the App Store, which is easily one of Apple’s best innovations. It’s also a virtual money-printing machine. 

That’s why it’s almost shocking that on Wednesday, Apple confirmed to Bloomberg that it would no longer take a 30 percent cut from “qualifying premium subscription video” apps.

At the same time, Amazon said that it plans to take advantage of the change for its Prime Video subscribers in the U.S., the U.K., and Germany. That will allow those users to buy or rent content directly within the Prime Video app instead of having to first make the purchase in a browser.

There’s no question the change is better for users. It’s borderline obnoxious to navigate through the Prime Video app, find a video you want to buy or rent, only to then have to visit Amazon‘s website to make your purchase. Then, you have to go back to the app to watch whatever you just bought. Now, you’ll simply be able to do all of that within the Prime Video app with whatever payment information you already have on file with Apple.

Of course, the logical question is, what’s next? As in, what about Netflix? How about Spotify? Those platforms both require you to subscribe to their services outside of their iOS to circumvent the cut Apple takes. How about purchasing e-books directly from the Kindle app? It would seem reasonable to think that we might see this change extend beyond just a group of video-on-demand apps.

Read more: inc