That's a wrong view. Customer in app market is the buyer of the app. Both Apple and devs are suppliers who each take a split. (Devs supply app itself, Apple supplies infrastructure and supporting services.)
Tell me more. So what would the nomenclature for the actual revenue generating side. I guess more generally, in a two sided marketplace is there specific verbiage for each “customer”?
I don't know, I'm just using common sense really. Look where money flows.
First the money flows from from end user to Apple, and then from Apple to developer.
The simplest way to model it is as a supply from dev to apple, plus a value-adding supply from apple to end user.
People here are arguing it is a supply from end user to dev, plus a supply from Apple to dev. That's obtuse way to model it IMO. Then again those are the kind of people who probably devising tax avoidance schemes and making big bucks so what to I know.