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There’s been a lot of fallout this morning following this piece from the New York Times that claims Apple is tightening the grip on its App Store by rejecting an app that enables users to purchase e-books from the Sony Reader Store. Forrester Research’s James McQuivey calls it “a shift for Apple,” which had long supported similar apps such as Amazon’s Kindle store. Meanwhile, Apple says “We have not changed our guidelines.” But TechCrunch’s Jason Kincaid astutely notes that Apple forbids any system other than its own In App Purchase, preventing developers from directing users to the browser to buy content. And while developers could keep all revenues from purchases on the mobile web, Apple keeps 30 percent of in-app transactions. Which tells you all you need to know about why Apple is suddenly playing hardball.