A fun thought experiment would be to consider how the market would respond if the app store fee was, say, 50%... 60%... 90%?

Obviously there's a breaking point, and we see plenty of companies (like, obviously, Epic) buck at the 30% threshold, but you better believe Apple modeled the hell out of this and landed at 30% as "the most we can get away with while keeping a straight face."

Great for Apple shareholders, horrible for innovation, startups, and novel business models that can't survive a 30% cleaving of their top-line revenue.