Depending how you look at it, Apple is gaining a fresh opportunity to explain why the charges it levies at the App Store are fair, or regulators are getting the chance to decide what the future shape of online business will be by defining what constitutes an acceptable profit margin in digital sales.

In either case, these decisions set precedents which can, presumably, be applied against other forms of business and retail. After all, if regulators define acceptable profit margins for one line of business, then they must adopt a consistent approach that can be applied across all industries. Right now, Apple seems to believe that for most transactions, the fair figure is zero or 15%, with those with the broadest shoulders paying more to support others.

Two sides to every story

What's happening is that the UK's Competition Appeal Tribunal has decided to permit a Collective Proceedings Order (CPO, basically equivalent to a class action) to go to trial.

The action was brought in May 2021 by Dr. Rachael Kent, a lecturer in Digital Economy and Society Education at King's College, London. It argues that Apple is engaged in unfair business practices by forcing developers to use its own payment systems and taking up to 30% commission. If the case succeeds, approximately 19.6 million UK customers who have purchased apps from the App Store will get a share of up to