I think the main thing which really needs to be done is allow a non-apple App Store which hosts the apps on non-apple servers. Only reason I can see Apple's 30% cut (15% would be better) justified is that they host the download files for apps and also review them. So I can see why they need a cut - 30% is too much imo.
Of course that comes with its on risks as Apple won't be able to control what apps get installed but if Google can do it, then so can Apple. This way Apple can keep their App Store guidelines consistent across all developers and developers who don't want to go through the sometimes tiresome review process plus give apple the 30% share, can use this alternate App Store.
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