30% is egregious. It's what I hate about Google/Apple/Amazon and why I've always refused to buy music from their services. Bandcamp charges 10~15%. Buy a CD directly from a band at a show and they pocket most of that money.
Apple is one of the largest companies in the world. They've done so with bullshit like this and I wish people would stop supporting this broken business model.
Oh, guess what? Apple also has to run a company and pay salaries. Who would've thought?