My example was about communications with customers who come to me without Apple's help. Such as on a website that I paid for, and the customer comes to me via a Google search ad (or good SEO) that I paid for.

Ultimately, a mobile app [0] will be purchased through Apple. Should they get a commission? Of course. But since they didn't provide the "discovery" or lead generation it should be much less.

[0] I'll use mobile apps in this particular example because it's less ambiguous.