Isn’t Apple only seeking a cut of sales of digital goods? You can sell physical merchandise like a real book, but you can’t sell an ebook without cutting them in.
I thought surely you can buy ebooks on the Kindle app for iOS. But a quick search and you are right - nope, you cannot buy books on the Kindle app for iOS. The option just isn't there.
And you can't even present a link to purchase digital goods through a browser... You can open Mobile Safari and search Amazon for a Kindle book, but you can't use an Amazon app of any sort to do part of it.