This reminds me of a section in the game Divinity Original Sin 2.
There's this area that can only be reached by crossing one of two bridges. The first bridge you encounter when you leave the starting town is guarded by a rude and aggressive troll. The bridge is a mess, falling apart, and he charges an expensive toll if you want to pass.
But if you explore for a bit instead of paying, you'll find another bridge with another troll, except this troll is super polite, soft-spoken and friendly, the bridge is very neat and tidy, and his toll is like 10x cheaper. He even thanks you for your patronage when you pay him.
When you encounter the mean troll again, he'll offer you a reward if you kill the other troll.
Apple charging 30% for a scam/malware-infested store, and keeping the profits rather than reinvesting them to try and actually improve the store makes them the first troll in this story.
Is this a serious question? The answer is: by hiring people. Lots of them. Apple has over $200 billion just in cash in the bank.