You left out any companies selling a service on their iOS app which wouldn't normally require a middleman like Apple supplying (and taxing) payment services. O

You left out any companies selling a service on their iOS app which wouldn't normally require a middleman like Apple supplying (and taxing) payment services. Or selling an app who would like to pay less than 30%. So, basically everyone who's customers are willing, or can be guided, to use another app store. Even developers who needed to also be on Apple's store for visibility or cred, would love to be in other popular stores with better terms. Likely Apple would suddenly lower their 30% and other restrictions as fast as they needed to, to keep most potential deserters in the fold. But that doesn't change the point.