Summary Box: Companies go around Apple App Store

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THE DEVELOPMENT: Wal-Mart Stores Inc. and Amazon.com Inc. reveal new services designed for the iPad but bypass Apple Inc.’s fees on content sales.

THE DETAILS: Wal-Mart started to stream video from its Vudu service to the iPad’s Web browser on Wednesday. Amazon announced the Kindle Cloud Reader, which lets users read e-books.

WHY IT MATTERS: Apple wants companies to sell their content through its iTunes system, where it gets a 30 percent cut. Companies are finding Apple’s fees hard to accept. So they are getting around that by avoiding apps that must be distributed through Apple’s App Store, where Apple’s fee policies apply.