Now imagine starting, I don't know maybe a barista-free, Covid-safe coffee business where you use your phone to order your coffee but take payment via contact-less credit card.
This is a great idea, people expect apps so you write an iOS & Android app and attempt to put them on the respective stores. Apple however turnaround and say "this isn't free you're charging offline" and demand a percentage of your company revenue.
Now what do you do? Ignore all Apple users or go to the media?
Personally I think big businesses get away with far too much of this kind of shit which is one of the reasons I really like what Joe Lycett has been doing: