Earlier quoted context omitted.
What if the TV manufacturer didn't even need retail distribution because they have their own warehouses, trucks, etc and will gladly send you a TV for $0 and charge on-device subscription fees to cover it. But sadly, you bought your home in a neighborhood with an HOA, and even though you own your home, the HOA requires all retail purchases have to go through them, and they take a 30% cut of everything and they won't…
Then you’d have a different situation. The warehouses, trucks etc are the app store and iPhones. In order for that TV manufacturer to have their own, they’d have to build their own devices, OS and cloud services.
Epic already runs a store they don't need the app store to distribute their apps and do payments. They're only required because Apple gives them no other option.