That might make sense for dealing with a company I've never heard of before, from which I'm just installing an app from the App Store.
But the way I see it, it doesn't make sense when dealing with companies I have a preexisting relationship with, like my phone provider, energy provider, kids' school, work serices, all kinds of online entertainment providers, etc, etc. I may want to be able to interact with them through my phone, and there shouldn't be any third party controlling and profiting from that interaction.
And they don't. Apple charges 30% on digital goods. None of the things you listed count except entertainment providers in the case where you sign up on the iPhone in which case you didn't have a pre-existing relationship.
"Are you using your iPhone app as a digital storefront for digital goods or services to be consumed on your phone? => Apple gets a 30% commission"
In the case of Apple Pay, they are monetizing my preexisting relationship with my bank. But the fact that they get to control all of those relationships in very significant ways is what's really bothering me.
But the way I see it, it doesn't make sense when dealing with companies I have a preexisting relationship with, like my phone provider, energy provider, kids' school, work serices, all kinds of online entertainment providers, etc, etc. I may want to be able to interact with them through my phone, and there shouldn't be any third party controlling and profiting from that interaction.