Because Apple doesn't deserve the 30% of the $7.99 or higher monthly from Netflix or any other company.
Why not? I agree 30% seems high, but it's a standard retail industry markup. As a retail shop owner myself, I purchase products at wholesale prices, and then add a 30-40% markup to arrive at the final selling price.
In Apple's world, it's the opposite... the wholesaler sets the price, and Apple takes 30% out of that — money that supports the immense infrastructure and development needs to deliver the software and hardware we enjoy the content on. I have no qualms about Apple taking a fair cut, but maybe it could be a slightly less given millions of users.
Do you feel Apple deserves nothing, and yet must continue to invest and support the hardware and software with no revenue from it? What do you think a fair percentage would be?