Apple’s strategy bends the world 2021 Apple’s business forecast and its preferences helps us understand what the company does – and how these actions affect everyone through extensions, whether we own the Apple device or not. (Timo Lenzen / The New York Times)
I’m putting Apple and other technology giants on the therapist’s couch: to understand their motivations and actions, it’s helpful to verify their weaknesses.
I’m surprised this year that Apple hasn’t seized most of the controllers, and some app companies have complained out loud about the downside to the app, which Apple created more than a decade ago. The most serious issue is that the app violates its controls by imposing unfair fees and complications on app developers in iPhone applications. Epic Games, the maker of the FortNet video game, has filed a lawsuit against Apple.
Apple says it’s okay to control applications and collect commissions for what we do on our phones, but there’s more to the workplace: fear.
Connecting the dots between Apple’s business forecast and its preferences helps us understand what the company does – and how these actions affect everyone through extensions, whether we own the Apple device or not. Apple’s strategy bends the world.
Why would Apple be worried? It’s extremely successful and has so much cash that … well, corporate staff sit in desk chairs that can cost more than your sofa. Or your car.
But the reality is that sales of smartphones will probably never grow again, as they did in the 2010s, which made Apple a superstar. Smartphones have become a necessity of modern life in many countries like refrigerators, but for the first time every year there are fewer first-time smartphone buyers and people are already waiting for their proprietary phones to be replaced.
(I’ll admit that Apple recently sold a bunch of more iPhones and other devices. We’ll see if it’s permanent, or an epidemic-related blip.)
Apple and a lot of people who keep tabs on the company don’t think that Apple would have a hard time selling more iPhones every year. Instead, the company has removed the strategy of making more money from gadgets in our homes and pockets – in the form of app downloads, subscriptions like Apple Music, AirPods headphones and other services connected to Apple’s other products or devices.
It’s a smart strategy that’s working very well, but one of the necessities has been born that seems to be the end of the smartphone era.
Apple has a long shadow cast to become more than just an iPhone company. For example, would Apple be more interested in revisiting aspects of the App Store if it is not so dependent on monetization from sources other than iPhone sales? And how are Apple’s strategies changing the technology we use?
Vox writer Peter Kafka recently wrote that Facebook has decided to launch newsletters that people can read on the outside of Facebook’s apps so that Apple can’t avoid the application’s fee for digital subscriptions sold on its iPhone apps. Billions of people who use Facebook are affected by Apple’s strategy to further reduce cash from apps.
The companies also said that they have forced people to pay for their iPhone apps because of Apple’s rules. In short, Apple’s change of strategy could make these apps worse for users.
This is not uncommon with the business models and finances of companies around the world. And sometimes it works for us. Microsoft is giving Windows PC users access to a wide variety of apps because it’s different from Apple – there’s no need to monetize application fees, and Microsoft wants to snub Apple.
The strategies we have to make money are not perfect in big companies. However, it does not seem useful to us to examine our technology choices accurately, not by accident, they are not handled perfectly by what we want.
2021 The New York Times Agency