Q4 2017, iPhone accounts for 54% of revenue. App Store for 16%.
This whole "Apple doesn't care about the App Store revenues" argument doesn't stand up to scrutiny. Most companies are going to care about a revenue stream of that size that is also very much a non-negligible percentage of company revenue.
No, that number is the revenue they earn from the App Store. Money they act as a middleman for (the 70%) is not company revenue as it was never theirs. (If you give me $100 with the understanding I'm to give $70 to a friend and keep $30 "for my efforts", I can't claim I made or earned $100, only $30).
This whole "Apple doesn't care about the App Store revenues" argument doesn't stand up to scrutiny. Most companies are going to care about a revenue stream of that size that is also very much a non-negligible percentage of company revenue.