I'm not "defending Apple" here, I'm pointing out simple economics. A typical app costs upwards of $50,000 in developer time to build. Even if you are building your own app, we're talking about a person with valuable skills investing months of their personal time. This idea that for a typical developer $99 is a huge burden is just not an issue.
This is true if you love Apple or hate them deep in your soul for a million burning reasons.