Comment by bwilli123

  It's reasonable to assume that Apple chose 30% because that was the prevailing standard in the physical retail world.

That markup has been competed away in some circumstances (eg Costco) but otherwise still holds generally (Walmart 32%) It reflects unavoidable costs to all retailers, like local rents, staffing, transport etc Given that tech does not have a retail's fixed costs why has that markup not been competed away to establish a markup based on tech's unavoidable fixed costs?