The fact is that 30% was far less than the carriers and Qualcomm were taking with their stores.
For instance, Verizon was sued for disabling the ability of phones on their network to transfer photos using Bluetooth, because they wanted to charge you money for a simple file transfer.
https://www.eweek.com/mobile/verizon-wireless-users-sue-over...
And yes, they connect to a wireless carrier's network. But I can also connect my laptop to a wireless carrier's network by buying a USB dongle and a SIM card. I'm certainly not expecting anyone to pay 30% of their revenue to sell me an app on my laptop.
Also consider the iPod Touch. It is much closer to being a PDA than a phone, despite the fact that it's essentially an iPhone without a cellular modem.
That doesn't resemble anything like my memory of the time. I had multiple general purpose windows mobile phones before iPhones existed. It wasn't limited and it could install apps. Neither Microsoft not the carrier took 30%.
I ended up using that phone to take a picture of the background I wanted. Verizon didn't charge for setting wallpapers using pictures taken with the phone!
I switched to a Windows Mobile 6.1 phone (Samsung Blackjack) and it was so liberating. Sync music via USB! Set custom ringtones using your own MP3s and not whatever the Ringtone store was selling for $2.99.