A better comparison may be banking, where a bank which acts as a market operator is not allowed to also participate in the market. Banks don't offer the same s

A better comparison may be banking, where a bank which acts as a market operator is not allowed to also participate in the market. Banks don't offer the same services and prices, and they cann innovate by creating new financial products, which seems to address your fear of losing the innovation in a regulated market. When a bank wants to participate in a market it operates, it is forced to create a subsidiary, which is not allowed to have a better deal, or insider information. These rules have been pivotal in the development of market operations, because they offered investors confidence that they had recourse against rigged markets. In effect, that would mean that Apple and others. would be able to compete with app creators, but 1) Market owner's apps would have to pay the 30%, and 2) market owner would have to provide equivalent ToS enforcement for all services.