If I am building an app where users get matched with a photographer to take their picture, is the purchase (which is done through the app) charged Apple's 30% fee?
No, real world services are not subject to the Apple tax.
afaik in-app purchases are taxed the 30%. but as a Web dev, and not a native mobile dev, i'm not 100% sure.
most apps that want to get around it do all the payment processing in the browser
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