How Apple’s 30% app store cut became a boon and a headache

Twelve years ago, Apple introduced the App Store, a peculiar online marketplace for the year-old iPhone. It had 500 offerings. Apple told app makers it would take a 30% cut of their sales, and few complained.

Today, the App Store is one of the world’s largest centres of commerce, facilitating half a trillion dollars in sales last year alone. And Apple still takes 30% of many apps’ sales.

That commission has proved hugely consequential for Apple. It has been the primary driver of growth in recent years for a company that has nearly $275 billion in annual sales. And it has created some of Apple’s biggest headaches, drawing antitrust scrutiny, fury from app makers and lawsuits from consumers and partners.