I think the industry standard of 30% is too high across the board but then I see disingenuous takes on this board that state Apple deserves 0% while Sony, Microsoft, Google, Nintendo and Epic absolutely deserve 30%. Either it's applicable to everyone or it's not. Otherwise these people are just transparent.
I also think Apple's requirement that there can be no hyperlinks to the developers site to sign up is bad. Allow both and present the option to sign up in the app via Apple to have some value. For me it's convenient. I used to have to call up Comcast and sit on the phone for an hour anytime I wanted to sign up or cancel HBO. Now I just do a few taps in the App Store and it's cancelled. I'm not transferred to a retention specialist and Comcast gets nothing out of me. It's worth it to me.
I can't even believe I'll say the following, because it is in line with what Tim said previously, but it's not quite the same.
An iPhone is sold at a profit on day one. All the R&D and manufacturing improvements, the materials being "eco" friendly or whatever new buzz Apple is trying to generate, every iPhone users pay for that.
Now this is a multitasking device, which funnily enough at its core is a "phone", an almost forgotten feature.. Apple might get a user to commit a lot of money on Apple Arcade, maybe iTune music/movies, App Store games, App Store business/work apps, or maybe just fucking nothing, maybe the user is using the phone and text messages and that's it.
Sony/Microsoft/Nintendo sell the console at crazy low prices, for sure they take a hit on losses initially, maybe a bit less Nintendo as they kind of did their thing for 2 generations of not being cutting edge.. but the point remains, they expect that a gamer buys a console to play games. They make money on games being sold. Maybe after 2~3 years when yields get better and tech advances that they'll profit on console sales, but by that point R&D is already bleeding money for the next gen.
Now I'm not saying Apple should get 0, but clearly we cannot compare consoles and smart phones.