The initial model was ok because Apple was handling promotion and marketing as well for you. There was a time where there weren't that many apps on the App stor

The initial model was ok because Apple was handling promotion and marketing as well for you. There was a time where there weren't that many apps on the App store, so Apple would push and advertise apps after you submitted them. Even today, they do still feature apps, explain them and even make nice artwork about your app. This is all publisher work, and easily worth the money if you really have zero marginal cost. They can make you millions by talking about your app, that's worth a commission.