Apple has just engineered the worst possible situation for themselves by being the only way to get apps on the store and by simultaneously incessantly marketing the store as "Safe and Secure". The former encourages them to maximize the number of apps on the store, while the latter encourages them to shoot first and ask questions later. If side-loading or alternative ways of getting apps onto the iPhone existed, then…
If they allowed side-loading, they might not capture 30% of revenue from apps sold through the app store. If they disallowed scams, they might not capture 30% of the scammers' revenue.
I honestly believe that some sort of side-loading option would be best for any cynical Apple interests long-term and for developers and for users.
The current course of action just leads to developer frustration (which is fine until a disruptive player enters the market), a super shitty store that leaves customers pissed (with scams, etc.), constant churn in rules to try to appease everyone and kick the can another 2 years (like the 15% reduction), and worst of all, unwanted attention from regulators that could have chaotic effects.