From the moment I heard of Epic Games lawsuit against Apple I wondered! Who's in charge of Epic pricing. Basic business common sense is factoring in expenses related to product / service creation.

Apple charges "X" to list.

Factor "X" into price.

Consumer pays "X"

If Consumer wants to pay less, offer a place to purchase said product / service at a discount.

Apple fees - love em or hate em - is frankly - a cost of doing business. Don't like Apple's business model? Fine. Create a model you do like.