That is why I believe had Steve been alive the App Store would actually be something like 5-10% rather than 30%. They needed the money then, even in 2011 when he passed away. They really dont need it as much now.

Apple now has more money than they know what to do with it. They have spend close to $800 billion stock buy back in total by the end of this year.

They could have lowered the the margin of Mac and gained Market Shares. Which is something Steve said during NeXT era that Apple got greedy. Focusing too much on margin.