Seriously curious, what percentage is “fair”? Or is the issue you can’t side load this app without going through the App Store?
If Apple is the payment processor than so be it, but if they have nothing to do with the transaction, they deserve no money. Even saying that its an app in the App Store is lame because there is no other way to get apps on the platform. Even free apps help Apple to sell their wares.
It's stupid and greedy. Like where do we draw the line?
The excuse that the 30% cut exists to pay for the costs of running the store seem absurd.
In this case they actually are willing to pay Apple, just 30% of their revenue which is 10% of the transaction price but Apple wants 30% of the transaction price.
30% is pretty close to a standard when you're providing the storefront and control the hardware.
If you don't want to spend as much, you can go with their discount brands. Virgin Mobile Canada (Bell subsidiary) charges 45$ for 3GiB of data; and Koodo (TELUS subsidiary) charges 45$ for 3GiB of data; and Fido (Rogers subsidiary) charges 45$ for 3GiB of data.
One one to look at it is that the market rate for the smartphone plan with 30GiB of data is 80$ and the market rate for 3GiB of data is 45$. Another way is that it is an oligopoly situation. Having lived in Canada for a long time, I know it's the latter. Apple/Google/etc store markup situation seems similar enough that I am inclined to believe it is a case of oligopoly too.
By the time Sony, Microsoft and Nintendo got established selling digital video games Apple had already been doing a 30% take of iTunes songs for years.