Android v Apple
As you might expect, there’s a lot of information about how Apple works to distinguish iOS from Android, and a little insight into how the company sees the services as a way to retain iPhone users. “I’m concerned that iMessage on Android will only serve to remove an obstacle to iPhone families giving their children Android phones,” Apple’s Phil Schiller – now an Apple Fellow – told other executive.
IMessages never landed on Android, but the exchange proved that the company somehow made it think about it about it – and many of Apple’s top brass (including Eddy Cue) thought it a good idea. It’s interesting that even where Apple teams have different opinions, they seek approval.
When it comes to Epic’s case against Apple, executives are pretty clear:
“Epic wants us to be Android, but we don’t want to be. And our consumers don’t want that either. They want the option,” Apple attorney Karen Dunn said in the opening statement.
What about Web apps?
Apple CEO Steve Jobs raised surprise about the original iPhone when he suggested it would be made by third-party apps just allow to run on the device as Web apps. We all criticized that decision at the time and it turns out that moving was a big topic of discussion back then. Soon they changed their minds and the iOS ecosystem was born.
“My experience is very clear that those apps aren’t going to be as good as native apps, and I want to have the best possible platform apps we can,” said Scott Forstall, who led iOS development at that time, in a deposition.
This series of exchanges shows Apple teams are nimble enough to change their decision if it doesn’t fit with corporate plans.
Content as a lock
Apple has often been accused of using content to lock people into its platforms. “Getting customers using our stores (iTunes, App, and iBookstore) is one of the best things we can do to hook people into the ecosystem,” wrote Cue, current senior vice president of the service on Apple’s online, to Apple CEO Tim Cook in 2013. “Who leaves Apple products once they buy apps, music, movies, etc?”
What makes it even more interesting, of course, is that Epic itself paid millions of dollars to secure exclusive distribution rights for games on its platform. Apple and Epic had something in common developed plans for a joint Apple Music, Apple TV and Fortnite subscription bundle before choosing Epic to go to war.
Apple teams are obviously willing to explore mutually beneficial partnerships.
Epic argued that App Store curating is ineffective based on occasional incidents if it goes wrong.
For example, it cited an email from Schiller in 2012: “Doesn’t anyone care about the store? It’s crazy, ”he wrote when an“ obvious ”Temple Run“ rip off ”app became the top free app on the App Store.
It’s worth noting how quickly Apple’s system typically fixes errors once identified.
The main argument Apple has for such curation is security. “Take away from security specifically on iPhones and the bad guys have a day in the field. This is why Android’s security statistics are worse,” Dunn said.
It may be related that Schiller took over management of the App Store from Eddy Cue in 2015.
Security is always baked
Apple slides as shown in the case (available here) reveal iOS suffers from only 1.72% of malware infections. In contrast, Windows takes up 38.92%, Android 26.64%and “other” (thought to include macOS), 32.72%.
“We thought of the fact that the iPhone is a phone you carry, you need it to work for you as a phone, and we value the security of that device to make it more protected and more reliable than PCs are in time that, ”Schiller said. (Johns Hopkins University Information Security Institute technical director Aviel Rubin seems to agree.)
Since the appearance of the first iPhone in 2007, the security problems of an unprotected internet have been widely known. Apple made a good decision.
It is only since we have seen the rapid proliferation of mobile technologies that the importance of security and privacy has been understood by the rest of us.
What is the case really about
When talking about rich and powerful people populist values such as freedom, they usually just mean their own freedom to make money. Given Apple’s impressive success, it’s no surprise that the company’s teams are also working hard to build profitable businesses – it’s cash, not hyperbole, which is at the heart of this case.
The final resolution could see Apple and other app stores (including Epic) being forced to agree to a court order commission structure, which is unlikely to leave anyone particularly happy – including Epic.
It can be said that Apple has always expected that the revenue split will change at some point. “Do we think our 70/30 split will last forever?” an email from Schiller to Jobs and Cue asked in 2011. “I think someday we’ll see enough challenge from another platform or web -based solutions that want to fix our model.”
Apple in 2020 lowering its charge up to 15% for most App Store developers who don’t earn a million dollars a year. Apple also argued that Epic’s calculations about App Store operating costs did not include R&D and the creation of software development tools.
Where to learn more
If you want to get a deeper insight into the case as it enthusiastically passes, you can explore all the evidence as presented here. The trial is also open to the public via an audio-only webcast. Dialing Number: 1 (877) 336-1839, Access Code: 9403112.
Copyright © 2021 IDG Communication, Inc.