The bandwidth alone is not a massive cost. At this scale people pay to build pipes to you because their end users are sucking down so much of your data. It's not like paying for a fibre optic connection for your office. Apple operates one of the world's largest private CDN's and internet exchange points and ISP's will often welcome Apple servers into their networks because they reduce upstream transit costs for themselves.
Yes it is. I agree Apple’s unit cost is tiny per GB, but Apple’s volume is huge. Like 10-15 billion GB a year huge. Even assuming the absolute cheapest rates for using their own CDN, delta updates, app thinning, etc we’re still talking tens of millions of dollars a year just in bandwidth. And the fee is for far, far more the just bandwidth.
And yes, no value. Or very little value. Every month they want almost a third of software services. You're not buying an app, you're paying for a service. If people aren't using Swift, Log in with Apple, XCode, of being discovered on the app store search because they are driving their own signups (which almost everybody has to do) what exactly is Apple bringing to the table that is worth such an ludicrous cut?
For the vast majority of apps it’s 15%, not 30%. Saying there’s “no value” ignores what that 15–30% actually covers. Even if you never touch Swift or App Store ads, you’re still using a ton of Apple’s infrastructure and your customers are still relying on it.
Developers get things like Xcode and SDKs, secure code-signing and distribution, TestFlight, global hosting and updates, automatic VAT/tax handling, and compliance reviews. And their customers get Apple’s fraud detection, refund system, parental controls, Family Sharing, easy cancellations, etc..
I can understand why a developer wouldn’t want to pay for easy subscription cancellations, good parental controls, etc. But all of that results in a better experience for the customer, and which leads to customers spending more on apps in general.
It basically boils down to payments infrastructure. How about Audible that has to license all the books, pay authors, etc. but Apple wants 30% for doing what Stripe has built a $100B business on for 3%? Most of that goes to the bank that issues the card by the way, their cut is way smaller than that.
Again, you’re assuming the commission is just for payment processing which is wrong.
And I’d argue discovery isn’t just search ads; it’s being safely installed, updated, and trusted by default on a platform with over billion devices. Even if you “driving your own signups,” you’re monetizing inside Apple’s environment and using their property to do so.
I don't propose Apple gives its services away for free - they can charge for pay per click in search like everyone else. They can innovate and have affiliate programs for apps, which they can keep a small cut of. They can charge for payments like Stripe does and makes a hefty income from. They can charge for Xcode, charge for app licensing to keep the app store safe.
If they do a great job they will have a great business. Right now they know they can not do a great job and have an amazing business, which is anti-competitive.
Apple doesn’t get to coast. The only reason the App Store model works is because people trust iOS to be safe, private, and seamless. If Apple stopped doing a great job on security, APIs, developer tools, payments, and updates, users would stop spending and developers would shift focus to Android where the same apps can reach even more people. And, Apple provides ways for the developers who really believe Apple provides no value to put their money where their mouth is and still stay in the App Store by pushing all purchases to the web.
Calling that “anti-competitive” ignores the fact that both customers and developers keep opting in because the value is real. Just because some big developers and their defenders don’t want to pay for that value doesn’t mean they shouldn’t have to.