WWDC’21: Developers’ Disappointment.
Apple announced refinements to all their platforms. And that is good for both consumers and developers. But, from a developer’s perspective, this event was but Apple being Apple- paying no regard to Developer concerns and sentiments.
Over the years, Apple’s vague App Store policies have caused a lot of friction with developers. The review process is not entirely transparent and is used to prohibit apps that could legitimately challenge Apple’s offerings. An inability to use a payment system other than Apple’s very own being a huge detriment to choice. And the constantly tweaked rules of the App Store that always benefit Apple.
Sure, the Apple ecosystem is a gold mine. But being a developer in that gold mine is like being one of the workers - all work and no gold for ourselves. Perhaps this analogy is not entirely true. After all, there are many companies that grew to be billion dollar businesses by launching on the App Store. That in itself is a selling point for the App Store- a chance to compete fairly (as defined by Apple, fairly against everybody but them) with even the big shots of the game, a uniquely trusting consumer base that is not gun-shy on spending and a payment system that navigates the rules of taxation worldwide. However, a 30% cut of every sale and an individual developer’s fee of about $100/year is just swindling money from the developers. Apple’s tools and developmental costs for its platforms should be got from the sale of their hardware and not for the developers that make their ecosystem viable in the first place. While a 30% cut may seem to be an issue for most, it is the excess $100/yr or $200/yr (for organizations) that grate the nerves of the 98% of developers on the App Store. The 98% being the small businesses and individuals who earn less than a $1M annually. Even though Apple provided them a break with reducing that cut to 15%, it is to be reviewed on a case-by-case basis and not a guarantee.
Apple has been a secretive company in the past. And when they were the underdogs, they respected every developer for their ecosystem and benefited from the uniquely tailored apps for their environments. Yet, it seems that their success has convinced their executives that they have the power over developers and no longer see it as a mutually beneficial partnership. If developers are pushed too far and the frayed relations left un-repaired or untended to, the events that follow will resound throughout the consumer space.
As it is, right now, only the top dogs in the 2% are litigating against Apple regarding their vague App Store policies, monopolistic overtures and the 30% cut in in-app purchases as well as its no-choice payment systems. Should developer relations remain tarnished or the situation escalates, developing for the incredibly lucrative Apple ecosystem, that is essentially being unified under one architecture / one chip, will be weighed against choice and freedom, and in general the latter wins out.
Hopefully Apple has seen the warning signs and works towards a more transparent App Store and possibly gives more choice. (Unlikely, given their rather desperate need to stay in control). After all, the App Store gold mine cannot function without their source of gold — the Developers.
