If we stick to software and not tangent to movies/tv (itunes), Apple have absolutely moved some on this issue, since 2016 the App Store now offers 15-85 revenue shares for subscriptions once the user has subscribed for over a year.

Sure it’s slow progress, but it is progress.

> https://www.macrumors.com/2016/06/08/apple-major-app-store-c...

Maybe not 100 years but substantial time. More likely, we need a platform transition as an inflection point that creates oppty for new market entrants. Part of new entrant's disruptive value prop may be better rev share terms.