Attitudes with the App Store
Almost 12 years ago, the telecom and consumer electronics industry experienced a disruption and introduction of a new trend - in both hardware and software/services, when the App Store launched with an initial 500 apps available. It was the next phase after Apple had launched the first iPhone the previous year and was on track for global distribution.
The iPhone enabled the fast jump from what our phones used to be, where they were either a flip phone, candy bar, or something in between those operating on diversified types of software and hardware. We had phones that served as a mobile phone but did not have a path for our location and directions to our next event or meeting, and if one was linked to work, it included tighter controls like those of the Blackberry and enterprise-grade devices. All of this would change quickly.
The ecosystem observed so many changes and disruptions. It impacted entire companies that transitioned, some to result in significant consolidation and evolution (like Motorola and Nokia), and new players (Google) presenting their offerings to lead the way forward for an industry previously led by hardware, now being led by software and services. Many of the leading companies would further integrate into those ecosystems with rapid M&A taking place that led us closer to what we see today. Hardware companies were acquiring software businesses and software companies buying into hardware.
Over the years of technical transition and advancement, we saw more mobile devices than the human population on earth, and applications advanced from a few hundred to now over 2 million apps in each of the largest stores worldwide (Apple App Store and Google Play). The App Store led the way with the closed ecosystem model all of the way, with the tightest controls and management. As a product manager working on the app/software side of the ecosystem, it has always been a more stringent process for the App Store to approve your app than Google Play. There are new rules and guidelines shared every year, ranging from the programming language and coding to the billing/rev share and app store optimization.
What is this like? It might be the timeline and expected launch date you are planning. The Apple date will likely be later, and you will have less control over the outcome and schedule in most situations. Compare this to Google Play, where many times, you can have immediate publishing of your app on the app store. Assuming you obtain approval for your new app, you still understand that Apple might require additional disclosure to the end users if you are accessing information or the functionality of the phone. Is this acceptable to your business or brand? Either way - you know you will need to work through this, whether it is participating in the regular schedule with the mass market of app developers and companies or if you have an exclusive alliance or relationship as a big brand.
Financially, the cost of building and maintaining mobile apps has decreased overall while the complexity and variations in the available app stores to publish globally continues to increase. There are significant markets (China) you might want to reach the users where the App Store and Google Play don't operate, and you will be looking to publish and distribute through other stores managed by telecom and online brands. As an average app developer, you need the app stores to help you technically distribute your app, process your billing, and pay you for your share of the service. The breakdown of revenue share has continued to change along with the differences of who has negotiating power in publishing and billing for their apps and software. What is next?
The WWDC is this week - let's see what might be shared or not.