Amazon, eBay, Newegg, they all allow 3rd party sales for significantly less then what Apple charges. Also, Apple's App Store doesn't give sellers anywhere near as much traffic as you think it does. We're talking about the Mac App Store, not iOS. If it had even HALF of what the iOS store traffic gives, then it wouldn't be as dead as it is today. (this is just my personal opinion of course).
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That's one sure fire way to kill the Pro market beyond Apple's neglect of that segment.
I agree that the Mac App Store is dead and developers are better off not bothering with it. That said, the 30% is pretty just the industry standard for digital store fronts. For instance, Amazon doesn't ask 30% from their warehouse sellers but they do if you want to put an app on their App Store. Amazon, google, Steam, GoG, Microsoft, ect... there's only a handful of small indy centric stores like itch.io that dont.