Even with case (3) there are many companies that would love to be the store / portal that you discover and new purchase apps through (with all the security and testing Apple requires) for less then a 30% cut. But Apple won't let them. It's clearly a price set without competition.
Keep in mind Apple sells advertising in the App Store. They make $ beyond just the 30%.
Disclosure: I am APPL shareholder and sometimes app developer.
Keep in mind Apple sells advertising in the App Store. They make $ beyond just the 30%.
Disclosure: I am APPL shareholder and sometimes app developer.