This is not too different from ~2012, when Apple decided to offer eBooks with the launch of the iPad, but found that they couldn't have 30% margin AND match the price of Amazon.

So Apple coordinated the major book publishers to raise their prices in order to secure their margin expectations.

They settled the lawsuit in the end.

[0] https://www.cbsnews.com/boston/news/us-sues-apple-publishers...