1) Amazon has been running there own app store successfully and that has worked out well enough for them that they continue to do so and a lot of Kindle Fire owners seem to enjoy that experience.
2) Few companies are Amazon though and the ability to operate 3rd party software outside of the purview of Google's own store is severely hamstrung for most others. This has also been called out by Epic Games previously.
https://www.theverge.com/2020/4/21/21229943/epic-games-fortn...
Google puts software downloadable outside of Google Play at a disadvantage, through technical and business measures such as scary, repetitive security pop-ups for downloaded and updated software, restrictive manufacturer and carrier agreements and dealings, Google public relations characterizing third party software sources as malware, and new efforts such as Google Play Protect to outright block software obtained outside the Google Play store.
So even Google may eventually face legal issues regarding their anti-competitive app store practices. If big tech is forced to legitimately compete with other app stores, then continuing to charge a 30% fee will become untenable.
- Blizzard games are exclusive to their store since forever
- EA's Origin has exclusives since they exist (or at least since 2011, not sure if that's from the beginning)
- Valve's games are Steam exclusives
Epic has time-exclusives, offering a very good deal to game makers, and is a quite good way to compete with Steam. If you're not happy with their store, just wait a year and you may buy the games you want on other platforms if the developers decide to do so.
What Epic is doing, and the main reason they are being critisized, is approaching smaller developers and bribing them to not sell on other stores even if, in many cases, they had already promised their customers to sell on their stores. That is a wholly different level of scumbaggery.
I personally see it as very good on the long term, that’s how you compete with a monopoly like Steam. That means more cash invested in making games, more options for developers, more options for users.
They charge $10 for 1000 credits when purchasing via Apple.
They charge $7 for 1000 credits when paying Epic directly.
They aren't making more money with the change. Although there's nothing stopping them from increasing the price in the future.