Getting 30% less ad revenue means that subscription revenue would look marginally more attractive. Some # of apps would switch to "paid" if the tax applied to ad revenue. And maybe some apps just wouldn't get made at all, if they were already on the margin of profitability.
Most of the most profitable apps on the store are free to play games with loot boxes and in app purchases or subscriptions - and most of those aren’t even accepting purchases on the App Store anymore.
If Apple reduces their “tax” to 15% how would that compensate for not having the ongoing revenue of ad sales?
