If developers could charge less their customers than paying 30% to Apple, I am sure developers would pass the benefit to customers.
I'm not convinced that customers would feel like the savings were being passed on to them, for a couple of reasons:
The floor is unlikely to move
The App Store's been live for 12 years now and as we all know, app prices have plummeted. The great "Race to the Bottom" was a thing. It's safe to assume that the app / IAP price points most users are looking at are "Get" and "$0.99" (or your local equivalent). "Get" can't get any cheaper, and regardless of what percentage Apple dropped their cut to that $0.99 would not go down because that would slice their portion of it further (yes, I know, there's a special €0,49 price point in Europe - possible in some other places too).
The savings aren't high enough to pass on
Looking at the other price points, what would the developer savings look like if we for example assumed that Apple halved their cut from 30% -> 15%? (dev proceeds change in parenthesis)
$1.99 ($1.40 -> $1.70 = $0.30 savings):
can't pass the savings to customer, because next Price Tier down is $0.99
$2.99 ($2.10 -> $2.60 = $0.50 savings):
can't pass the savings to customer, because next Price Tier down is $1.99
(skipped $3.99, $4.99 and $5.99 because it's more of the same)
$6.99 ($4.90 -> $5.90 = $1.00 savings): can
barely pass the savings to customer, because next Price Tier down is $5.99
As I noted above, past behavior suggests customers are looking for the lowest prices. At a 15% Apple cut developers would
still not be able to pass the savings on to their customers at
six of the lowest Pricing Tiers. To my knowledge there's around 200 Pricing Tiers in the App Store - I don't see Apple adding new half-dollar steps
just to make it possible for developers to pass on their savings to customers at a lower price point.
Especially since shrinking their cut would already hurt Apple's income.
Not all developers make a lot of money as is
Then there's the popular (and rooted to truth) refrain that many developers are already "struggling". If that's the case, would they
really want to pass 100% of the savings to their customers when they could instead, you know,
survive? So let's say they want to make a bit more than they are making currently - at what point could they pass a 1-dollar savings to their customers, while also making at least a dollar more themselves? Sounds like a fair deal to me.
Not at $7.99, $8.99, $9.99, $10.99 or $11.99.
$12.99 ($9.10 -> $11.10 = $2.00 savings): can
barely split the savings to benefit both themselves and their customers.
We're now 13 Price Tiers deep and in pricing territory I'd be willing to bet a
whole lot of regular customers are not comfortable / familiar with. You could argue that mobile game whales will benefit, but then again they're spending that money to
get something - and if the prices were lower, you could argue they would
continue to spend the same amount just to get more.
Customers are che... cost-conscious
Finally, whatever price you set something at, you're going to have people complaining
it's not worth it (they conveniently forget the
"to me" part). Even customers who would learn of the savings being passed on to them would quickly forget it happened because they have their own lives to run. Gratitude tends to be fleeting, unfortunately.