Yes, Apple does bear the cost of maintaining the app store, but my sympathy for them on that point is rather limited considering that they're the ones who insist everything must go through the app store.
I can see both sides of the argument, but I still think Apple is being unreasonable. Really, I think this is the same as network neutrality -- just because Apple provides a platform doesn't mean they're entitled to a cut of every sale on it any more than it means Time Warner is entitled to a cut of Apple's sales every time I rent a movie through the iTunes store. Apple already got my money off the hardware (not to mention the other apps I've bought) and Time Warner's already getting my monthly subscription fees.
Now, if you want to argue that 30% is reasonable if Apple is doing the content hosting and other stuff, sure. 30% just to process a convenient payment? No fucking way.
Why doesn't Firefox get to charge 30%? A big chunk of people probably get to Netflix via it.
So you have an overhead that doesn't exist on other platforms artificially introducing pricing inefficiencies elsewhere. Just the tip of the iceberg, really.
Assuming a lot of things in how this plays out, I don't find it terribly unlikely that some subscription services will have to raise their rates to maintain a profit. Maybe not a big problem for iOS users, since they get the benefit of using the app store for purchases.
What about non-iOS users? I subscribe to Netflix, but I don't use any apple products to access that subscription. According to Apple's rules, Netflix can't have the subscription available at different prices, and so my price goes up because of Apple's policy.
There may be some ways around this, like Netflix offering two plans - one that includes iOS use, one that doesn't - without hiking the latter. But they might not.
I haven't yet worked out what the "fairness" of this all is. As a consumer, I certainly don't feel that I am entitled to never having price hikes, and I realize at the same time that some of the money from products I pay for is used to support products that I don't pay for. But this feels wrong to me - maybe it's just the directness of it. Apple says "pay more" and even people who don't buy Apple products have to pay more.
I'd amazed by how much people support one of the richest companies in the world get richer off the backs of others. After all, it isn't like they are hurting for money.
Apple is getting rich by making extremely good stuff. I support them getting richer because I want them to continue making really good stuff I enjoy using. Because I can't trust any other company in the world to do that hard work.
Let me show you something:
2001:
http://www.wired.com/gadgets/miscellaneous/news/2001/10/4754...
2007:
http://www.palminfocenter.com/news/9414/palm-treo-755p-revie...
One month later:
http://ipod.about.com/od/iphoneproductreviews/fr/iphone_revi...
Fucking science fiction. Consumer wireless devices were dull, stodgy things until Apple came in and said "fuck you, this sucks" and did it better. Innovation was putting an ugly resistive color screen into the clunky enclosures from six years earlier. Spicy.
2003:
http://www.tabletpc2.com/Acer.htm (Owned one of these)
2010:
http://www.anandtech.com/show/2904
Three months later:
http://www.apple.com/ipad/specs/
Hey, that looks familiar, where have I seen that before? Oh, right, in science fiction.
I personally think Netflix/Amazon/Spotify are doing science fiction too (every movie and song ever made, at your fingertips in a second!) and I would like them to survive too.
But then again, I buy a MacBook Pro instead of a junky plastic laptop. I'll pay a premium for quality, so will another chunk of the market and everyone else can fight over the Wal-Mart segment.
Like the credit card processing, the hardware manufacturing facilities in China, the software libraries, the industrial designers...
Apple has made it absurdly convenient to consume rich content. They have built fucking science fiction. 30% to get delivered to someone anywhere, any time is a bargain. You're paying to be part of the gut wrenchingly difficult channel Apple has created from scratch, which no one else had the foresight to predict or the balls to put money behind.
Apple bet the damn farm on this crazy iDevice shit and they get to charge whatever they like for it now that it works. Anyone who doesn't like it can go build their own fully integrated platform.