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Apple pulls Match.com app for violating App Store policy, skirting 30% cut

Apple has removed an app by Match.com because the developer allowed users to subscribe to the dating service via a direct link within the app, a violation of Apple's App Store policies for in app subscriptions.

Apple's policy states "Apps can read or play approved content that is subscribed to or purchased outside of the app, as long as there is no button or external link in the app to purchase the approved content," wording that supports services like Amazon's Kindle app, Netflix, or Hulu.

Match.com sells subscriptions to its online dating service that would similarly pass App Store rules if its app hadn't included a link directing would-be subscribers to sign up for the service on the company's own site, rather than offering only in app subscriptions that go thorough Apple's servers, for which Apple asks for its 30 percent revenue cut.

Apple's subscription policies have drawn criticism from a variety of companies that insist that they can't afford to split their revenue with Apple in exchange for gaining access to the App Store market the company created for iOS devices.