Apple is not affiliate, it's a gatekeeper. Affiliate increase discovery to something that was already reachable through other means. If you already know me and

Apple is not affiliate, it's a gatekeeper. Affiliate increase discovery to something that was already reachable through other means. If you already know me and trust me, you still can't install my app without paying the gatekeeping fee. Apple does play the role of a payment gateway where the standard fee is around 3%, so they definitely are entitled to that much. This may also be applicable to Steam, Sony and others.