From a consumer point of view, this is terrible.

I don't think it does, beyond box ticking. You're not likely to get enough competition to get competitive market dynamics on iPhones. Sure, a highly motivated user might go to alternative app stores.

Netflix does not need to go to a different store. They're influential enough to negotiate. Apple would cut them the discount, like now, and they wouldn't. The other store will not have enough users to make the reduced fees worth ditching the app store.

If there was enough competition, most of the app store profits would dissipate. That's what competition does. Users wouldn't pay 20-30%'extra to have apple's stamp, prices would fall and the business model is gone.

No little tickbox rule will make a competitive market in app stores. These markets are structured by nature. That's why platforms are so powerful.

Does that seem to be the case for Google? My impression was that both companies take essentially the same percentages. They even both announced programs over the last year to reduce their fees for devs making under $1 million a year, only Apple beat Google to the punch there. My take away is that Google has felt more pressure from public perception/noise making than alternative app stores.