Amazon has caved in to Apple's new in-app purchasing rules and removed the "Store" button from its iPhone, iPad and iPod Touch Kindle apps.
The button took users to the Kindle Book Store, where Amazon would keep 100% of the profits of any sale.
Now, Apple is insisting that any in-app purchase button must comply with its rule of 30% for Apple and 70% for Amazon.
It seems Amazon has no intention of doing that, and has simply removed the button with an update for its iOS apps.
You can, of course, open your browser yourself, go to the Kindle store and buy, and the purchase will show up in the Kindle app.
Most app owners have now complied with the Apple rules, including most large magazine and newspaper publishers on the theory that ease of buying, even with Apple taking a cut, will mean more sales. But Amazon obviously thinks it doesn't need the ease of in-app purchases and the Kindle Book Store is doing very nicely anyway.
Update: Google's now done the same.
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