It's not really news that Apple's maximizing profits where they can, is it? Of course they'll make a lot. Probably less than 28%, though, when you factor in all those people they need to approve apps and make sure that they don't allow people to use the device in ways Apple doesn't approve of. But, I don't see this as problematic. Developers will decide whether it's worth it, some will go with the app store, others will try to get by without it.