"Apple Tax" is a well defined colloquial term to refer to the markup Apple makes on its products because of their company branding and product reputation. I wouldn't credit the author with inventing this term—rather they are borrowing it for something that is actually more like a tax. When there's a transaction in the Apple domain, Apple levies a tax/fee/toll/duty. This isn't going away, and it's going to be heavy hitters like Netflix which pressure them to change. Let's hope the change takes a form other than an exemption specifically for Netflix.