On June 30th, new Apple App Store rules could change major eBook apps by Amazon and Barnes & Noble–possibly forcing these companies sell eBooks directly through Apple.

Here’s more from CNN Money: “Apple plans to begin enforcing new iTunes App Store rules prohibiting apps that include ‘external mechanisms for purchases … such as a ‘buy’ button that goes to a web site to purchase a digital book.’ That puts Amazon’s Kindle application — which prominently features a ‘Shop in Kindle Store’ button — directly in Apple’s crosshairs.”

Neither company would comment on the policy–who do you think will blink first? One company has already decided to avoid the whole problem all together with a web-based app. Financial Times is now urging readers to switch to a web app, rather than an App Store app.