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When you see people flipping through e-books on iPads or iPhones, there is a good chance they bought the books through Amazon.com, not Apple.

Now, Apple wants to change that.

Apple confirmed Tuesday that it would require app developers that sell e-books outside of their iPad and iPhone apps — through a Web site, for example — to also sell the books inside those apps. And purchases that originate in the app must be made through Apple, which keeps a 30 percent cut.

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