Right, but there are at least many competitors to Best Buy all competing for your business, driving down margins. Running physical stores is costly. If Apple al

Right, but there are at least many competitors to Best Buy all competing for your business, driving down margins. Running physical stores is costly. If Apple allowed competing digital stores, I would expect margins would be less than 30%, and even less than 22%, and the value would end up in consumer and developer's pockets.