Apple’s new App Store policies–the ones I worried about when they were announced months ago–have kicked in. From now on, app makers who sell content such as books and music have two ways of making it available. They can use Apple’s In-App Purchase system to sell content within the app (giving Apple a 30 percent commission). Or they can sell it directly to consumers through their own venues, such as Web-based stores–but can include no mentions or links relating to that fact in the iOS app itself.
Many third-party developers are choosing one route or the other without any public fuss. Canadian e-book purveyor Kobo is being a tad more prickly. It’s updated its iOS app with a new version that meets the new rules–it lets you read books you’ve purchased, but provides no way to buy them or register for a Kobo account, nor any explanation of how to do so. But it’s also announcing plans to build an HTML5 e-reading app which will work in the iOS browser–and which it’ll control itself, with no requirement that it follow Apple’s rules. And the company’s chief iOS architect is detailing the Byzantine approval process which the Kobo app had to go through before Apple would finally approve it. (The essentially similar Borders app wasn’t forced to jump through as many hoops, a reminder of the biggest problem with App Store rules: they’re sometimes applied in an inconsistent, apparently arbitrary fashion.)
Back in August, I wrote about Amazon.com’s odd habit of 
In the era of the iPad, there are two paths that the still-nascent gadgets known as e-readers can take. They can try to take the iPad on head-to-head by adding fancy color touch screens and new features that go beyond reading. Or they can get even simpler and even cheaper, until it’s unlikely that it’ll even occur to anyone to compare them to the iPad.