Hey is arguing that they want the choice to unlist from the app store entirely so their client would never surface in organic search results, and have no IAP link. That way the only audience they gain are from people they themselves marketed to and purchased a subscription on the web.

But it's unfair to Apple! They get 0.00 for this!

Bullshit.

Every Apple customer who wants to use HEY gets a great mobile experience to encourage them to keep buying Apple products. If enough services like Dropbox, Netflix, Spotify, were not available on iPhone, the consumer might purchase the Android phone on their next upgrade, or the company might switch their fleet to Android devices that actually support their business software.

Basecamp / Hey is providing value to Apple's products by enriching their ecosystem. They should have the choice if they want to pay a 30% cut for organic search traffic in Apple's App Store.