The App Store management planned to reduce the commission to 25% or even 20% back in 2011

This proposal was made by Phil Schiller, the head of Apple‘s marketing department, who was also responsible for the App Store. In his letter to Steve Jobs and Eddy Cue he stressed that someday “the company will face a sufficient number of problems that will force it to adjust the 70/30 model.” Therefore, as soon as the App Store revenue exceeds $1 billion, it is desirable for Apple to reduce the commission itself.