This slightly oversimplifies the situation, as Apple's policy is pretty clearly anti-competitive and, more importantly, anti-developer. As a developer, you have to bump your prices because of the Apple tax.
(And even as a consumer, prices are pushed up. Let's say you want to sell X for $10; too bad: you now have to sell it for $12 if you sell it in your Apple app to make up the difference. The consumer obviously eats that premium.)