That's the entire issue right there. When Apple is the market, then they can make it whatever they want. If Apple has to legitimately compete with other "App Stores", then the market will find a lower price than 30%.
If that is exorbitant, what SHOULD the price be?
There basically is not a competitive market for either app marketplace right now, so an accurate price can't be determined. Allow 3rd party marketplaces to be installed as easily as any other app and I'm certain prices will come down from where they are today.
I'd argue the opposite -- one of Epic's allegations is that Google scuttled a deal Epic had reached with OnePlus to ship Epic's own Android app store.
I expect that number would drop to around 10%, for "premium" app stores, such as if Steam or the Epic app store were allowed on iPhones.
But also, I would expect there to be even lower priced competitors. Payment processors charge 3% of sales, so a competing app store could get pretty close to around 3%, if they wanted.
So the answer is 10% for "premium" app stores, and for the app stores that instead only doing payment processing, the price should be 3%.