There was ClubNokia where you could pay by SMS for ringtones and on certain phones - games. Many 3rd s60 app stores were just credit card collection places and malware distribution centers. None of the stores were preloaded on the phone.

Steam probably had first "app store", but it has to be installed separately and usually you don't have to use it for the most part - you often could buy it online directly from the publisher or on CD/DVD.

PS Store launched in 2006. That's closest to what Apple did. Actually, exactly the same for most part until Apple added in-app, subscriptions etc. Difference was that to get listed on App Store you just had to pay $100 and make application that follows guidelines.

Here is where there are lot differences:

- Legally you can't sell any software for PlayStation without Sony getting a cut. - That includes physical media - Steam can only get it cut from sales on its store - Publishers/developers can either sell directly to you without anyone getting a cut - Or they can sell you a steam code and then steam doesn't get a cut

This is why I'm saying that Apple is closer to Sony than Steam.

I don't know where 30% cut came from, but I know steam has the same cut.