Yes, Apple does bear the cost of maintaining the app store, but my sympathy for them on that point is rather limited considering that they're the ones who insist everything must go through the app store.
I can see both sides of the argument, but I still think Apple is being unreasonable. Really, I think this is the same as network neutrality -- just because Apple provides a platform doesn't mean they're entitled to a cut of every sale on it any more than it means Time Warner is entitled to a cut of Apple's sales every time I rent a movie through the iTunes store. Apple already got my money off the hardware (not to mention the other apps I've bought) and Time Warner's already getting my monthly subscription fees.
Now, if you want to argue that 30% is reasonable if Apple is doing the content hosting and other stuff, sure. 30% just to process a convenient payment? No fucking way.