I mean, this story happens to be about Apple, but obviously other retailers could be, (obviously are), engaging in the same practice.
Same goes for Steam.
Both Apple and Steam provide discovery and network effects, which help to justify their cut, but, as Jason Fried mentioned[1], you can't opt-out of these discovery benefits with Apple.
[1]:https://twitter.com/jasonfried/status/1273655616897273858?s=...
A better analogue would be that you download WoW free from Steam, then take a subscription at Blizzard. Does Steam allow that?
It's not Apple's _dominant_ position as a delivery mechanism that counts - it's their literal monopoly on it.
The Steam apps are “sandboxed” as in you cant run them without Steam, they use their own executable that is tied directly into Steam.
Steam keys are meant to be a convenient tool for game developers to sell their game on other stores and at retail. Steam keys are free and can be activated by customers on Steam to grant a license to a product.
Valve provides the same free bandwidth and services to customers activating a Steam key that it provides to customers buying a license on Steam. We ask you to treat Steam customers no worse than customers buying Steam keys outside of Steam. While there is no fee to generate keys on Steam, we ask that partners use the service judiciously.
https://partner.steamgames.com/doc/features/keysIt seems like this is not the case.