Am I the only one who is still irked by Apple taking almost a third of someone else's work? Even the government doesn't take that much on the first dollar and eBay only takes 10% for hosting a product to sell.
Actually, I'm not. The way they did it is also sort of a win-win situation. It's a heck of a lot better than many other avenues already in place for quite some time. That is, if you have anybody else publish your work. For many, (especially retail) the take is significantly larger, giving the devs less of the cut, and what's worse is that they actually risk loss a lot easier. They have to sell a significant amount more to break even.
So interestingly enough, the App store is probably one of the most painless ways of distributing your software through another host as you don't pay a cent to cover unsold games. Outside of your own internal payments, there's no significant upfront cost to you. Sure, there's the developer's fee, but it is definitely well affordable to even the most meek developer trying to break into the industry. Now try doing that for Sony, Nintendo, Microsoft and their handheld markets. The only way of doing it cheaper is if you do all your own publishing, distribution, marketing, and that's after you made the product. The marketing alone, just to even App Store standards, can cost you a pretty penny before you even sold your first game. You need to put it on sites with high viewers.
People may try Facebook and Twitter, but people don't just generally or randomly search through those to find games. They aren't exactly friendly to that kind of searching. Youtube also takes some great effort and luck to get attention as well, unless you are already big.
So yeah, unless you have that good stroke of luck, a dev can't just get by easily by just coding a game and selling it. They have to run and finance the business structure around all of that to sell the game. That structure which is completely outside of just the part that is just paying other members of the development team (if a team). With the App Store, there's little more to do other than code, send it to Apple supplying the information you want to go with it, and of course describe all of what the application is supposed to do.