“Netflix did some experiments — their number was somewhere around 12 to 13% where if the fee had been dropped that low it would still be more profitable to operate in the app store than outside the app store.”

Dropping App Store fees would likely increase total revenue by pulling transactions back in-app

Major publishers like Netflix actively steer users to the web to avoid Apple's commission — meaning Apple earns nothing on millions of transactions it could be facilitating. The leaked Netflix data suggests there is a threshold around 12-13% below which in-app purchases become the more profitable channel again. A lower fee could paradoxically grow total App Store revenue by reversing the web-diversion trend that currently costs Apple far more than it saves.