Apple can always choose to make less money. That said:

An estimated 98% of App Store developers qualify for Apple's 15% Small Business Program rate.¹ This doesn't help behemoths like Epic, of course.

App Store developers can also now direct customers to alternative payment methods on the web through in-app links.

¹ https://www.theverge.com/2020/11/18/21572302/apple-app-store...