Fair based on what, exactly? If you say "well something has to pay for App Store infrastructure" then you have to show what you think their cost breakdown is, because most calculations come out to a tiny fraction of that 30%.
That 30% is based on nothing but Apple charging the absolute maximum they think they can get away with, before it starts turning away enough devs to hurt their bottom line.
30% is perfectly fair! You were lucky to take home 30% in the old days of software via retailer. Even with a direct management model we in the 50% profit / costs range!
This is PART of what the Appstore does for me as a developer for the 15% cut on my Free app IAPs. ( <$1million per year - wish I was pay them 30%!! )
One binary reaches
175 country- or region-specific storefronts in up to
40 languages, with Apple handling the hosting, CDN delivery, and storefront localization.
The Store sees
650 Million+ weekly visitors, giving even a solo developer access to an audience larger
It automatically calculates, collects, and remits VAT/GST or digital-services taxes in
70 + jurisdictions, and surfaces correct prices in 900 price tiers.
Built-in anti-fraud, refund handling, and subscription retention tooling mean developers never touch PCI data or chase chargebacks
More than
250 000 APIs (HealthKit, Metal, Core ML, Vision OS, etc.), Xcode, Swift/SwiftUI, sample code, design resources, and WWDC/lab sessions
Apple hosts key back-end services you can tap for free or at cost: Push Notifications (APNs), Sign-in with Apple, Game Center, iCloud sync, RealityKit/ARKit assets, and so on.
Apple Ads / Search Ads give optional paid reach across the Today tab, Search tab, search results, and product pages with high conversion rates, plus attribution APIs.
Automatic crash symbolication, refund APIs, server-to-server notifications, and subscription grace-period tooling.
Global 24/7 customer-support and payment-dispute handling for end users, so developers rarely field billing emails themselves.
Compliance updates (new tax rules, currency-rate shifts, privacy requirements, EU DMA/DSA rules) are absorbed by Apple’s back end with no code changes required from you.
So don't think that Apple is just diving into a big ol' pile of gold like Scrooge McDuck. The sheer amount of APIs alone are worth the money as is the 2 Billion potential customers Apple provides that otherwise I would not have access to.
Epic want's all this completely FREE... If it was your real shop would you let someone come in and demand to setup their own stall?