The problem is not the fee, is the lack of choice. As IMO Jason Fried expose clearly on hey.com/apple/iap
Apple can charge 30% (and don't forget the cost of hardware and software that apple also sales and developer fees) that is the nature of Capitalism, but supposedly capitalism is also about choice and in iOS ecosystem there is no choice but doing it through the App Store, so things have to change or we are just seeing an old monopoly like Standard Oil and the likes at work.
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