That's not what Apple is doing here, the rules are: 1) don't portray our fees in a negative light if you want to do business with us, 2) don't actively try to subvert us in our own garden where you are a guest.

Where is the monopoly here?

The service Apple has, is appealing to customers because they're aggressively protecting what is important to them, and using their fees to ensure they've got the resources to actually vet software, prevent abuses of customers, and make payment seamless.

If you don't like that, you're free to find software in many other forms.

But you don't want that, you want to have someone provide you all that, but without having to you know, pay for it.

Which is why the internet is an ad supported shit hole, and this is one place that is actually pretty great for customer experience.