[ksec]

Apple do offer iTunes Credit and often does discount of up to 15% from Retailers. ( I am betting those iTunes Credit are wholesale at anywhere between 13% to 10% discount, and Retailers takes in ~10 - 8% after deducting processing fees )

Still, not many buy iTunes Credit. Most just use Credit Card direct from Apple Pay. But even if we have included all these, the 30% is still excessive.

The problem Apple is having is similar to their phone, it is not about the price tag or the 30% charges, it is people paying for it fail to see or justify its value. Apple will need to offer more "values". From Developers to its Users.