“don't send everybody to the web don't leave everybody in the app... if you're not in the small business program and you are paying 30% I think the ultimate solution is going to be this hybrid approach where you send some folks to the web and keep some people in the app”

Hybrid paywall (some to web, some to IAP) is the optimal strategy for apps paying 30%

The experiment's conclusion is not binary: web beats IAP or IAP beats web. Web captures fewer trial starters but converts them better and retains them at 5x the rate. IAP captures more trials at lower individual conversion. A hybrid router that directs the right user segment to each channel extracts the best of both — and is likely where the industry lands at the 30% fee tier.