Apple Services Strategy

Since 2016, or even earlier before Apple introduced just a tab in App Store for Games. I have argued Apple should separate their App Store and Game Store. By continue charging 30% for Games, and rethink the whole model for App Store, they would not have been end up like they are today. Resentment from developers. Separating the Game Store would have protected 70-80%% of their App Store revenue. They can then lowered their App Store to something like 10%. And try to bring value and innovate on top of it. By including Credit Card Processing Fees, all tax calculation and submission requirement. Fraud prevention. Refund handling, Customer Purchase Reporting. etc.

Apple should also have moved larger trunk of their cost to services. Currently Apple moves just $10 ( IIRC ) per devices to Services for macOS, iOS and Apps like Numbers development. They should have it as $20, with another $80 put on their as AppleCare. And bring 2nd Year AppleCare to all Apple Hardware by default.

The problem is Value extraction from Apple is forever so great while the value provided to customer is shrinking, practically since Tim Cook took over.