It's an age old problem. What shop is going to stock products they don't make any money out of? Oh yes, the cafe that hangs an artist's work on the wall for free, so it makes their cafe more interesting.

The digital world has blurred where the checkout is. How does Apple make money out of the App Store? For starters, you have to buy Apple technology simply to be there.

So I think Apple is doing fine and they should just give up on this one. As a small developer, 15% is approaching a point of good value for money. Good frameworks, good security, great analytics. 30%? Not so much.

If Apple focuses on making their commerce offering good value for money, then developers will use it.