This is way too charitable to the largest company in the world, one which enjoys a duopoly over the smartphone market in the United States. If you are Lyft and you don’t have an iOS app, then you probably go out of business.
If having access to the Apple customer segment is the difference between success or failure - even despite the 30% tariff - then why is it strange that access to that segment has a price? This is a market.
That’s why the market isn’t fair. Because two companies control essentially all app distribution, and can charge whatever fees they want with no credible challenge from any market force.
These companies have also shown they intend to squeeze the market for whatever they can without any sympathy for consumers or app developers. I think the only reasonable option is for the government to step in with antitrust measures.
It would (a) make the tariff visible to all consumers not just the techies, and subsequently (b) create significant customer-led pressure to lower the tarrif (I suspect something on the order of 10% would probably be acceptable to most customers as that aligns with typical sales taxes give or take).
They weren't when they started the App Store, should they change their policies reflecting their current market worth?