You assume Apple has some "god-given right" to 30% of everyone's hard work. Once the app is on a device no longer owned by Apple, they shouldn't collect a dime for anything that is purchased through the app. Maybe, instead of having free apps, dev's start charging and let Apple take their 30% of that, and IAP's are paid for either through the App Store (30% cut) or directly through the dev (no cut for Apple)? Seems fair.
Personally, I feel that this is bigger than any one app or developer.
What is really at stake here is App Store viability and vitality, both of which are important to Apple and Apple users, but which the critics seem to be all too ready to cast out in the same of some arbitrary notion of "openness" and "freedom".
One cannot deny that the App Store has benefited hundreds of millions of people and millions of developers. The App Store is an equalizing force which has made it possible for an independent developer to reach a billion Apple users, by virtue of Apple having aggregated the best users (thanks to the iPhone) and making it extremely easy for them to spend money (thanks to iTunes having all their payment information on hand, and biometrics making the buying experience fairly seamless).
What Epic wants is to be about to go around all this and have their own App Store. Regardless of whatever Epic says about wanting to fight for the benefit of the average developer, I don't believe their words one bit. They aren’t going against the App Store to empower users or developers. The idea that Epic is looking out for the user is just a ploy. Instead, Epic is focused on grabbing more power. As such, it's not surprising that Epic isn't going after Sony (since Sony has a small stake in Epic). Epic of all companies knows very that the future of gaming is on mobile. That's where the money is, and it's controlled by Apple and Google.
Over the weekend, it has become painfully clear that Epic isn't so much going after what they viewed as unfair or illegal App Store guidelines as much as they are looking for power on mobile operating systems. Epic sees the power Apple wields with their ecosystem, a power that Apple has painstakingly built up over the past decade, and Epic just wants to barge in and help itself to a generous serving of the pie just like that just because.
I continue to maintain that the current design of the iOS App Store results in the greatest amount of good for the greatest number of users. Apple continues to focus on doing what is best for consumers, and it is in consumers' best interests that the App Store not become a loss leader that is being propped up by cash from elsewhere, or see users abandoning the App Store and seeking apps elsewhere (eg: alternate app stores).
In this context, I think I am starting to understand why Apple is hesitatant to allow game streaming platforms like xCloud in their App Store. While it's probably more similar to Netflix as far as technology is concerned, Apple probably feels that such services have the potential to eventually become their own app stores some day. Which then goes back to my original statement about them possibly disrupting the viability and vitality of the App Store.
Apple doesn't have a monopoly in smartphones or (by extension) app distribution. What Apple does have a monopoly in is a premium user experience, and this really says more about the state of the competition than it does about Apple.
Epic's "I want to burn down the current world order and replace it with my own" argument isn't finding much traction or resonating with many people, and it shows how over the weekend, even the comments on this matter have largely become more positive in favour of Apple. They are going about it all wrong, and while Apple probably doesn't want to appear too vengeful so as not to come across as being a big bully, I wouldn't be averse to them making it hurt for Epic just a little bit more.