I owned almost every iteration of Blackberry and Nokia's before that. I never once paid for an app on any phone prior to an iPhone. I remember people selling them, but it required me to visit their website on a desktop computer, trust them with my credit card info and then awkwardly get their app on my device through mobile websites or specialized cables plus software on my computer.

In the mobile world I think Apple did indeed lay the groundwork for a viable mobile marketplace.

And except for a few apps like Netflix, I'd happily pay 30% on top of what goes to the dev to avoid having to go through that again.

100% of the sticker price on apps could go to the app maker and then have the fees tacked on top. It would put stronger pressure on Apple to bring down the fees and consumers would actually know where their money is going. (I think the same should be required for credit card fees, fwiw.)