Is there any case where a price floor has been found to be illegal? Apple is providing them with a "service" of advertising and purchasing. They aren't forcing companies to sell their product on the iStore.
From the Sherman Act
"The agreement to inhibit price competition by raising, depressing, fixing, or stabilizing prices is the most serious example of a per se violation under the Sherman Act. Under the act, it is immaterial whether the fixed prices are set at a maximum price, a minimum price, the actual cost, or the fair market price. It is also immaterial under the law whether the fixed price is reasonable. All horizontal and vertical price-fixing agreements are illegal per se.
a) What your doing will sell and sell well, hopefully you have the market research behind this.
b) Your ideas are original, can't be easily copied by competitors or you have the patents/copyright behind it and you should be able to articulate this.
c) a good demo and complete openness when it comes to them asking questions, you need to be able to convince them you are worth the bet and nothing turns an investor off faster than you being less than forthcoming.
The deep technical details comes a distant second to the business aspects.