Earlier quoted context omitted.
The App Store model was specifically implemented and approved by Steve Jobs. There's old internal e-mails from him complaining about Amazon's reader app making it too easy to buy books without paying the (increasingly literal) Apple Tax. In fact, the reason why antitrust lawsuits seem to never stick to Apple is because all the mens rea was stored in the mind of a guy who tried to cure his pancreatic cancer with fruit…
Not that I think Steve Jobs was a super nice guy, but he clearly cared about Apple's brand, including the part of about users and developers not thinking of them rapacious and hostile, which is sort of how I (and many others) view their pricing model today. I like to think he'd have seen how bad this choice has played out for Apple's brand and changed his position by now, if he were still around.
I believe he would very much love the current Apple Tax system and would eagerly fight the EU in court for this, both out of spite and out of arrogance for "his" Apple.