How would you sell access to the iOS market? If you're just saying 'they have full control so they can set the price', well yeah, but that doesn't automatically make it reasonable to give up most of your control and hand out 30% of your revenue in order to pick up additional customers. It seems like today in 2019 more people are deciding the customers aren't as profitable as they look.

I’m saying they have full control of something buyers want, so they can charge 30%. If their revenue starts going down due to their customers deciding 30% isn’t worth it, then the seller (Apple) will have to consider dropping their price if they want to continue selling.