2/2
1. Allow sideloading and alternate stores. No fees, no buts. Worldwide.
2. Keep their cut at 15%/30%. Make it the best store possible. Courage.
3. Offer a discount not for a crippled store but for apps that pass a high bar of user experience: State saving, proper notification management, full use of platform features (windowing, focus APIs, etc), perfect adherence to the HIG, and no dark patterns. Make being in Apple's store mean something. "The power to be your best" as Apple once said.