Classic. Amazon forces Apple to sell through its marketplace, in return for killing small repair shops who work on Apple products. This is ugly and wrong. But also, Amazon has so much power it can force Apple to do its bidding. motherboard.vice.com/en_us/article/…
Amazon did this to Nike. Let us sell your products (and capture customer data) or, you know, shame about all those counterfeiters and third party sellers selling your products that we can't clean up on our platform... wsj.com/articles/how-n…
Amazon did this to Birkenstock. cnbc.com/2016/07/20/bir…
Merchants are constantly complaining about counterfeits and below cost items undermining their brand on Amazon's marketplace, with Amazon telling them that the only way the company will help is if they sell their entire catalogue through Amazon. 
Amazon did this to the outdoor-recreation products industry. They want it all. outsideonline.com/2326241/amazon…
I don't know the specifics of the Apple deal. It's possible though unlikely Apple wants to sell through Amazon and allow Amazon to capture the customer relationship. It's more likely that Amazon's power as a distribution channel can conquer even the most powerful brand out there.
Both Apple and Amazon are rapacious. Apple acts the good guy on privacy, but Google pays Apple $9B a year to be the default search engine on Safari. Apple is happy to wipe out repair shops. The point here is that power in this collusive relationship is held by Amazon.
