Thats very flawed logic, since there is no other way to load applications on the iPhone that the customer owns, not Apple.
If Apple is forcing the App store, other payment options need to exist, remember they do not even allow a message "hey sign up on our site, then log in", etc. EU is forcing this, but its still like that for everywhere else.
Apple does not deserve a total payment and recurring payments for services they do not provide. Nominal hosting fees for the app, sure. But not monthly recurring fees.