Retail is not the place to compare markup. The lowest markup I saw recommended was 10%. Average was 20-30% and big box was at least 40%. There is no guaranteed win for consumers at all as prices are set what the market will bear.

I strongly doubt that, I’d bet prices would remain the same and Epic would pocket more

Part of the original thing was Epic offering a discount of 20% on V-Bucks if they processed the payment through Epic instead of Apple.

The end user got a nice discount and Epic still pockets more because interchange fees are ~2.5% and not 30%.

The Epic Games Store had a similar strategy, cut the fee for devs and incentivize end users to move onto their platform (weekly free games). They still make a boatload of money even though it's not as much as Valve's money printer.

In general I see this as a great thing for devs (indie in particular) if it triggers more competition to bring platform fees down across the board.

Epic isn't being overtly greedy with end users (yet)

I don’t know about that. I could imagine it going both ways. But even if Epic pockets more, there might be other apps which pass on the savings. And if not, well at least you can now subscribe to Spotify and Netflix directly on device.