I could care less if apple gets 30%. In fact. I would care if they DIDNT get some cut of the cost.
Do nothing? Sure. If you consider the bandwidth and technical sustainment requirements nothing. Or the fact they created one of the best mobile and tech ecosystems there is. Sure that is nothing. Of the fact that in order to remain profitable themselves, they have to make sure their consumer and partners are happy and profitable.
Is it worth 30%. That's debatable. But they do deserve something.
If you hate apple so much for their horrible predatory practices of charging customers and partners while providing no thriving ecosystem, no high quality devices on which to use third party apps, and no 'storefront' for 100's of 1000's of businesses...then yes, they've done absolutely nothing. Not a fanboy. I can just appreciate what apple, and amazon do. In this case I just think apple is deserving of a piece of the action based on their accomplishments.
Now my 2 cents. In my opinion they will take a hit on sales. Is it a Herculean task to go to the website and purchase. No. But I won't be using the app anymore. I'll use the marvel app (until amazon screws that up too) and the DC one. I don't care about making sure amazon doesn't lose any money from that thieving apple. I want convenience (although most of my purchases are impulse) when I buy. If amazon doesn't want to provide me that then they should build up their own successful ecosystem that provides me with what I need so they don't have to pay apple.
Actually, most people do care a bit, they're not happy with Apple for taking 30%.
And they shouldn't be, it's highway robbery. Apple does literally nothing, and takes 30%. I know many of you are complete Apple fanbois, but try to get some objective concept of what's going on here. First Apple releases a closed platform that we have to hack to be able to run so we can run software on our own devices without Apple's approval. Then Apple comes out with this app store where they demand a 30% profit for doing nothing but hosting the app - and unless you have jailbroken, there's no other way to get the app. That's bad enough, but then Apple insists on taking a 30% cut of anything bought inside the app - even though there is no need for that to go through Apple at all.
It's extortion. "We've got all these customers locked up, they're ours, we own them. You can't sell to them unless you pay us."
I'm not a big fan of Amazon, but at least they're refusing to pay Apple's extortion. Every developer should.