The simple answer is allowing users to install their own applications on their devices. If the App Store is worth the 30% cut, let them compete for it. I don'

The simple answer is allowing users to install their own applications on their devices. If the App Store is worth the 30% cut, let them compete for it. I don't think it's worth the cut. I think the overwhelming majority of people download apps they already trust directly from the source (like they do on computers), and the App Store provides exactly zero value in that use case.