Or for companies that don't pay via their payment system, couldn't they increase the annual dev fees to compensate, or tell those people they cant use their API

Or for companies that don't pay via their payment system, couldn't they increase the annual dev fees to compensate, or tell those people they cant use their APIs if they are not going to pay from them or other tactics. If the rate is too high that's one thing, but assume companies don't expect to continue to get any marketing or resources from apple if they aren't paying for them in one way or another.