Apple shouldn't be in charge of commerce on iPhone. It's as if there were only two electric companies, and they charged Tesla 30% to charge your car. The electric company is now in charge of the ads being beamed into your skull, because they had all the power and wanted more ways to make money. It's cute to say that it's in the name of consumer privacy and all, but really the powerful company is just thirsty for more.
Apple is a monopoly's monopoly.