Internal Apple Documents Reveals Plans to Allow Sideloading, Ecosystem Lock-in Strategy and More

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Apple has been very clear nigh not allowing sideloading of apps. Now new internal documents have surfaced every bit part of Apple. Vs. Epic legal trial. Most interestingly, the documents reveal that Apple’s plans about allowing sideloading of apps persuade users to lock into the ecosystem with the aid of gift cards and measures to address problems with the App Store review process.

Most of the internal documents pertain to allowing sideloading of apps on iPhones. Apple tree seemingly explores the possibility of allowing iPhone users to sideload apps outside of the App Shop. The discussions range as far back as 2008. In fact, ane of the communication software master, Scott Forstall, asks Steve Jobs nigh what text should appear to the user while sideloading apps on iOS. Jobs not only agreed to the idea simply likewise canonical the following notification: “Are yous sure you want to open the awarding ‘Monkey Brawl’ from the developer ‘Sega’?”

Locking in customers to Apple Ecosystem

Furthermore, in 2010 Jobs said in a corporate strategy presentation that the company should aim to “tie all of our products together, so we further lock customers into our ecosystem.” A few years later, in 2022, Apple’s senior vice president of software and services, Eddy Cue, praised the motion to packet iTunes gift cards with new Apple devices. He felt it is improve than putting up an iTunes card for sale to lock customers into the Apple ecosystem. Cue expressed displeasure at Apple tree Retail Team for not focussing on selling iTunes Store gift cards.

Who’s going to buy a Samsung phone if they have apps, movies, etc., already purchased? They at present demand to spend hundreds more to get to where they are today.

On a related note, our apple stores (online and retail) are the only distributors around the world that decreased year over year in iTunes card sales. We are starting to make progress again with retail, but it is always an uphill boxing. Our teams just don’t get the ecosystem. Nosotros (Val and squad) only heard from Jennifer that iTunes cards are not a priority for her. This is ridiculous. Who leaves Apple products once they’ve bought apps, music, movies, etc!

In 2022 Cue asked App Store head Matt Fischer that Shazam should not be featured. He said, “nosotros are non going to promote something that puts its goal as replacing our music role player unless it is significantly ameliorate than our player, and this is not.” Interestingly, Apple acquired Shazam in 2022 and ever since then, they have been aggressively promoting the app.

Phil Schiller Highlights App Shop review lapses

Recently, multiple reports have highlighted scam app issues on App Shop. It seems similar the problem is non something new. In fact, in 2022, Apple Marketing chief Phil Schiller called out Apple executives for the lapse in the App Shop review process.

What the hell is this???

Retrieve our talking about finding bad apps with low ratings?

Remember our talk about condign the “Nordstroms” of stores in quality of service?

How does an obvious rip off of the super-popular Temple Run, with no screenshots, garbage marketing text, and most all ane-star ratings become the #1 free app on the store?

Can anyone see a rip off of a top selling game? Any anyone run into an app that is cheating the system?

Is no one reviewing these apps? Is no one minding the store?
This is insane!!!”

Once once more, in 2022, a scam app that claimed to measure blood pressure using an iPhone photographic camera reached the top App Shop raking. In yet another document, Schiller proposed that Apple tree could reduce the App Store fees to 25% or fifty-fifty 20% to “maintain $1b a year run rate.” You lot can read the total documents for more insights on juicy internal communications.


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