So the real question is: was the EU not paying attention? Or were they dishonestly lying about the benefits to the public to increase support of their law? Because it’s one of those. And whichever one it is, it’s pretty damning, and should be absolutely disqualifying from them making decisions about how Apple is allowed to run its platform.
I sometimes wonder about that too, because I thought this would be pretty obvious to anyone with a basic grasp of high-school economics and an understanding of how the App Store works.
More often than not, software doesn't have any marginal cost of production. It's why games like Fortnite or clash of clans can be given away for free and monetised with paid upgrades, tokens or skins. It's already made!
Since there is no fixed cost involved in the distribution of apps, how exactly is a 30% platform fee supposed to be passed on to consumers? The developer sets a price which maximises revenue for them, and even if the 30% App Store fee were removed, what incentive is there for developers to reduce prices? If users have demonstrated that they are willing to pay $10, why charge $7?
Contrast this with say, an import tariff on a foreign-made car, which does have physical costs of production involved with every unit that gets brought in. Apple's platform fee is effectively a tax that only developers bears and that wouldn’t reduce IAP prices if abolished.
I guess an argument could be made that developers should deserve to keep more of their earnings since they are the ones who invested that sweat and blood into creating those apps (never mind that Nintendo similarly charges 30%), What's missing in this conversation is the role Apple played in recreating a market that had ceased to exist (few people downloaded apps in the past because of fears of malware and viruses), as well as conditioning users to trust the app download process while also making it as safe and seamless as possible, and all this just ceases to matter simply because Apple is so big and financially successful now?
Which really just leaves user choice (which I feel is a valid point, in light of Apple removing apps from the App Store in the US, though said app could just as easily have been a website).
It is what it is, I guess.