More independent developers more excited about their platform results in increased app quality and quantity, as well as increased platform migration and retention resulting from a stronger ecosystem. All of which results in increased sales of both apps and hardware which means increased profit.

Plus the good PR and generosity you mentioned.

I actually think it's harder to find the downside to the proposal than it is to find upside. This is a good letter and a good suggestion.

You're acting like they don't already have that.

More devs, more and new kind of apps, higher quality, and have devs rely less on ads for low income apps ( which means less people in google/admob's long tail).

They already have most of that. The only thing they don't is less apps relying on ads, and that's more of a function of people not wanting to spend money on apps than anything Apple ever did with the revenue split.