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  • Apple’s next move

     Japo_Japo updated 2 months, 3 weeks ago 1 Member · 1 Post
  • Japo_Japo

    September 14, 2021 at 6:54 am

    Microsoft’s entrance into this fray suggests that, when it comes to the App Store, Apple’s list of foes seems larger than its list of chums. The company is under serious pressure to make some changes in its business plan.

    Apple being Apple, however, I’m not anticipating those changes will be confined to being placatory – though I do expect App Store commissions will change.

    Even so, Apple knows that if it bends to placate critics once, they’ll just find another chink in its armor to force another compromise, and then do it again. That’s a road that leads to Apple becoming defined by its competition.

    Apple likes to define markets, not be defined by them. This means Apple’s marketing teams (when not firing off threats of legal action at product leakers because suing small targets is such a good look for multinationals) will be searching for new models that enable it to transform the conversation.

    We can see what part of its current approach is: the move to define Apple’s walled garden as a protected space citing privacy and security is certainly part of that, as is discussion around the economic benefits of its platforms.

    My problem now is that the arguments Apple is propagating seem more defensive than definitive. It’s reasonable to think Apple’s critics won’t care too much about Apple user privacy or security and will be quite happy to dent Apple’s profitability in favor of their own business, no matter how little the latter may prioritize customer need.

    But it also seems that sometimes one way to win the argument is to profoundly transform the nature of the conversation. And I think in the next 12 to 18 months, with a combination of software, hardware, services and the liberal arts, that’s precisely what Apple is going to do.

    Because, in my experience, when one market becomes challenging a good approach is to create something new. Competitors know it’s coming, which is why they’re aiming their ire at the App Store model Apple wants to use to support it. The battle for the multiverse has begun.

    Please follow me on Twitter, or join me in the AppleHolic’s bar & grill and Apple Discussions groups on MeWe.

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