"In writing and over the phone, we explained to Apple that we could pay them 30% of our revenues (from our 10% take rate). It'll be harder to cover costs and build features as a startup, but at least it'd be coming from us. Apple insisted on taking 30% of creators' total earnings."

So instead of the creator getting $90 and the app getting $10 when someone pays $100 through Fanhouse, Apple gets $30, the app gets $7 and the creator gets $63.

Because of the nature of the app, the earnings in-app, which Apple wants, are creator earnings.

Your suggested title would be less specific to the point of being flat out wrong if Fanhouse makes earnings elsewhere... which they do.