[inopinatus]

It isn't the size of the cut that's the problem. Focusing on that is misdirection.

The problem is that Apple require vendors not to advertise, link to, or even mention that other payment methods are available outside of the walled garden.

That's the stunning uppercut. The size of the fee is merely a follow-up kick to the nuts.

No doubt Apple's PR team have been feeding Bloomberg background that pulls them towards only thinking about percentages, because "high prices bad" is an much easier story for lazy hacks to write than "Apple's T&Cs are distorting a marketplace and forcing vendors to mislead consumers", and much easier for Apple to leak about and subsequently respond to without addressing the core problem, especially when they're eventually forced to sit down and haggle with consumer/anti-trust regulators.