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Apple could argue they sell their Gift Card at 15% discount and they will not be disclosing / we will never know how much revenue of App Store are from those. Apple also give ~5 to 10% margin to Network Carrier for Apple Credit via Mobile Billing.

Which is to say 12% is a fairly low number.

I dont have a problem with 30% cuts per se, I have a problem with Apple forcing IAP, applying rules when ever they see fit aka Hey and Fastmail / Gmail Case, dictating price because you cant have your product more expensive than via the web.

Given the recent iPhone 11 pricing was actually lower than expected and Apple doesn't seems to be pushing ASP anymore, I would not be surprised if Apple moved some cost over to App Store department. Namely how the App Store revenue will support iPhone / iOS update model for 5 years that is much longer than industry average on Android.