TLDR– I don't want to see Apple lose control over their platform. They need to better differentiate open standards and platform features to create App Store rules that make sense. If it is obvious the App Store fee results in platform-delivered value and there are no conflicts of interest then even 30% is more then fair. Improved PWAs (at least Android implementation level of open standards) and creating a few more reader app categories for areas where Apple services compete would counter rent seeking. Improved PWAs would strengthen Apple's security argument with open apps that don't need security review. By strengthening these two areas, I think Apple could legitimately say they are not a gatekeeper to all modern commerce.
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I think there are places Apple should change the App Store rules to clean their image and get out of the grey area of behavior that looks like rent seeking, but I don't think their 15/30% is unfair for a large majority of apps. This fight over Dutch dating apps is certainly not the right venue for constructive change. Companies that directly compete with Apple's non-platform services or that are too far removed from Apple's platform development are areas I think they need to give. I think many apps would be better as progressive web apps which is an area Apple should put more effort in to achieve feature parity with Android.
I think third-party digital content stores should be allowed for reader app categories as long as they are PWAs. I'm pretty sure this is already allowed, but underutilized. If Amazon were a progressive web app then they could sell Kindle books right in the app. Audible would need to be native for features like CarPlay, but they could create a separate progressive web app for their store. Streaming providers could get together and create a subscription store progressive web app where you could manage all your subscriptions in one place or allow third party stores to sell/manage subscriptions through a progressive web app. I really don't like stores mucking up my apps anyway– looking at you Apple Books, so separating IAP for digital content in to progressive web apps would be much better. The IAP through PWAs should just be for categories allowed as reader apps. I think Apple could offer reader apps some additional services for a fee such as the ability to link to an external web/PWA store. Apple could also allow IAPs in reader apps at a lower rate since they are not selling platform features. I think it is fine for reader apps to have different pricing and store rules. I see reader apps as a middle ground between open web apps and the normal App Store apps that Apple has full control over.
If your app can work fully as a progressive web app then it is an open app that Apple doesn't deserve a cut of. Progressive Web Apps are also more secure, so Apple doesn't need to police them. Apple should be making a pro-PWA argument for many of the free apps on the store that are simple web wrappers. Apple could even allow listing some PWAs on the store if they want. If you need Apple native APIs (outside of a few areas like reader apps), then you should be paying Apple their fee. I feel strongly that games do not deserve non-Apple IAP. Apple is already being generous by allowing you to bring IAP purchases over from another platform. Games are an area that have a strong native platform benefit.
I think that the definition of reader apps should be expanded where there are competitive concerns with Apple services. I think reader app categories are a good counter to areas with competition concerns with Apple first party services. Since Apple has tight control over what open web standards it implements on iOS that might affect some PWAs, reader apps are also a way to address PWA limitations in certain categories when Apple is drifting too much in to anti-trust grey areas.
This is more debatable, but reader apps could be used to reduce regulatory pressure in certain cases. I personally think Game Pass should be allowed as a reader app. I think this would not hurt native gaming in the slightest and may increase iOS credibility with serious gamers. This would also alleviate concerns about Apple not supporting alternative browsers that might run Game Pass better because they support open standards better.
I'd love to see Apple expand PWAs beyond open standards slightly and offer a few select native controls to web apps. PWAs should have gold standard implementation levels defined by a standards group so platforms can advertise their level of conformance. I think these changes would put Apple in much better light when facing anti-trust accusations.
