Why is that more fair? I bought an iPhone a month ago (my first) in part because I want their version of the App Store and I want more privacy controls. I actually like that Apple's requirements push developers to make a native app rather than a web app (for example).

I'm certainly sympathetic to the argument that 30% is too large of a cut and it's well past time for payment reform. However, I think consumers would be worse off losing Apple's more tightly controlled app store implementation. If you want more options, go Android. That's what I did for more than a decade.