I don't know how applicable my story would be to current Apple developers, but back in 2022 I posted this HN comment when someone asked "What made your business take off that you wish you'd done much earlier?":

Abandoning Macintosh for Windows. Released software for Mac in 1989, but sales stayed flat. Finally released for Windows in 1994, and sales took off. Time and money spent on marketing + engineering had a 10x better ROI under Windows. Gave up on Mac in 1999.

I would say that currently for mobile, iOS still monetises a lot better than Android.

Once you've developed your brand and own your own distribution channel however, the best strategy seems to be to distribute via the App Store (which in many countries Apple doesn't give you any other choice) but monetise via your own site. Netflix etc do this and seem to not see much downside.

How well it works for smaller or new apps however is debatable.

It's not applicable.