It's also quite possible that if they had just set it at 10% from the beginning across the board, there would simply be more sales than there are now with 30%.

It's also quite possible that if they had just set it at 10% from the beginning across the board, there would simply be more sales than there are now with 30%. I know a lot of apps make users foot the bill for the extra 30%, with different pricing if you buy not through apple. This just translates to lost sales. The market is the market.