Retailers take far less than 30%. Consoles provide first-party QA, disc/cartridge manufacturing and distribution, bandwidth, and customer service among other services. Whole apps on the mobile stores also have similar services provided by the platform - testing (nowhere near as rigorous as consoles), discovery, bandwidth, customer service, etc. In both cases, a large cut can be reasonably argued for.
IAP is nothing more than moving money around, in an app the user has already discovered and downloaded, that will affect a user's account on the developer's servers. The service to the end user is indistinguishable to what is provided by any other payment gateway for ~3% (Stripe, Square, Paypal, etc.) Your card is charged and you have something new in the app.
The only reason I can think of for why IAP takes the same cut as whole apps is that most if not all apps would be "free" but open up to a screen that makes you pay for the app via IAP to take advantage of the reduced fee.
This could be mitigated by ToS restrictions preventing this exact situation, but there would still be a ton of gray area like "pro" versions of apps.
Opening up to third-party payment processors for IAP would create a vacuum in one of their highest margin and most consistent revenue sources so they won't be doing that willingly. Opening up to third-party stores would be more tolerable but any sufficiently large developer will move to their own store and do everything themselves and pocket the ~27.5% (if they are their own payment gateway, interchange fees are ~2.5%)
It's an interesting situation because the platforms want to be paid for all the services I listed above, but in Epic's case they already have the infrastructure to handle everything on their own, and they offer a fully-featured game for free, with the only source of revenue being a conversion of actual money to V-Bucks.
There is no place where the platform can provide a service that Epic would get any value from, but they are imposing a 30% fee in the only place they can, payment processing.
IAP is nothing more than moving money around, in an app the user has already discovered and downloaded, that will affect a user's account on the developer's servers. The service to the end user is indistinguishable to what is provided by any other payment gateway for ~3% (Stripe, Square, Paypal, etc.) Your card is charged and you have something new in the app.
The only reason I can think of for why IAP takes the same cut as whole apps is that most if not all apps would be "free" but open up to a screen that makes you pay for the app via IAP to take advantage of the reduced fee.
This could be mitigated by ToS restrictions preventing this exact situation, but there would still be a ton of gray area like "pro" versions of apps.
Opening up to third-party payment processors for IAP would create a vacuum in one of their highest margin and most consistent revenue sources so they won't be doing that willingly. Opening up to third-party stores would be more tolerable but any sufficiently large developer will move to their own store and do everything themselves and pocket the ~27.5% (if they are their own payment gateway, interchange fees are ~2.5%)
It's an interesting situation because the platforms want to be paid for all the services I listed above, but in Epic's case they already have the infrastructure to handle everything on their own, and they offer a fully-featured game for free, with the only source of revenue being a conversion of actual money to V-Bucks.
There is no place where the platform can provide a service that Epic would get any value from, but they are imposing a 30% fee in the only place they can, payment processing.