And anyone who wants to pay the Apple Tax can certainly do so. And there is some merit to one place for consumers. But there’s also freedom of choice. Anyone can choose to only buy where AAPL gets the 30% cut and willingly steals tech, or they can go to alternative app stores where the developers can keep their money!
Everyone keeps talking about the Apple tax but it's just a markup like any store does; and for most developers it's 15%, not 30%. The big players are teh ones screaming about Apple making money while they rake in millions off of the store. EPIC, one of the biggest whiners charges fees to use their products even if they do not sell it through their store; or even if you do not use it to make software products. This battle is elephants fighting and teh small developers will be the roadkill in that fight.
Even at 30%, the 70% cut is more than developers got in the pre-app store days; and the have virtually no upfront costs beyond the developer fee to get their product in front of a worldwide audience. They essentially have very little costs or capital at risk before a sale is made.
I suspect the small developers will find it hard to reach the same audience and pay less than 15% when all the costs are added up from alt store distribution.
Apple is not going to let developers be on the store, sell apps and not make money off of the sale. They will find ways the EU considers satisfactory; and I suspect it will result in higher up front costs for small developers and possibly higher costs than the old 15%. I also suspect a significant percentage of IPhone users will stick with Apple's store so developers will have no choice but to be there, and may decided the added hassle of dealing with alt stores simply not worth it.
Personally, If I were Apple, I'd have a sideloading system much like the Mac, where the iPhone user can decided what data and information to allow the app to access, and offer the developers either:
1. Use all our services, include payment processing, and pay the 15% or 30%, depending on revenue and a 99Euro developer fee. You're also free to sell through other stores; or
2. Use whatever payment processor you want but we charge a monthly hosting fee and a per download fee from anything obtained from our site; if you want to be on our App Store. Any sales using our payment processor will offset those costs.
3. Truly free - i.e. no adds, subscriptions, etc. are still free.
In any case, you're free to sell through another store and have the app installed in our side loaded but sandboxed environment if you aren't a registered developer, or without the warning if you are a registered developer with a signed app; like on the Mac. The developer fee, however, is based on your revenue if you are not on our store.
Developers then have real choices - stay like it is, do a modified version or go it alone; and it is the spirit of the DMA as developers can now be free from Apple completely if they want. They decide what is best for them.
As for sideloading, I'd still want the ability to restrict apps from tracking me, harvesting data, block access to things like contacts, etc.
As an aside, I'd start charging governmental agencies in the EU; why would they get a free ride?