Apple didn’t “introduce” a 30% “tax”. Apple looked around at mobile marketplaces charging 70%, and undercut them by matching the cost structure of other vertic

Apple didn’t “introduce” a 30% “tax”. Apple looked around at mobile marketplaces charging 70%, and undercut them by matching the cost structure of other vertically integrated digital storefronts while adding a tremendous number of customer “peace of mind” features that shifted the value proposition and generated — and still generate — far more revenue per user than competing offerings.