You say "Apple did nothing", but the only way a company would be paying a 30% commission to Apple is if the user's initial sign-up came through their platform.

You say "Apple did nothing", but the only way a company would be paying a 30% commission to Apple is if the user's initial sign-up came through their platform. In that situation, maybe the user would have eventually signed up through a different platform, and the company could have been directly paid 100% of the price. But it's also possible that the user would simply never have signed up, in which case Apple's 30% cut would look like a steal compared to the alternative (receiving nothing).