In recent times, Apple has been facing a string of setbacks at the hands of state bodies and governing authorities. From being compelled to incorporate alternative payment methods to removing features from their hardware and allowing other app stores and browser default competition, it seems like every turn brings a new twist in the tale. The reason for these sudden reversals can be attributed to either unfavorable court rulings or regulations imposed by lawmakers that aim to diminish Apple’s preferred way of doing business.
However, Apple is not too pleased with these developments, which is not surprising in the least. What may come as a surprise is the extent to which Apple is grumbling and lamenting to its customers about how unhappy it is with these changes and how it perceives them to be detrimental to their interests. Yes, we are talking about the users who, in Apple’s eyes, are like vulnerable teenagers in certain respects.
“Across every change, Apple is introducing new safeguards that reduce — but don’t eliminate — new risks the DMA poses to EU users,” is an excerpt from Apple’s official press release that announces the changes they are making in iOS 17.4 to comply with the latest Digital Markets Act (DMA) in Europe. The release also emphasizes on how these changes will offer “new controls and disclosures” and “expanded protections” to minimize the privacy and security risks that may arise due to the DMA implementation. The second subheading is prominently displayed in bold letters to grab the reader’s attention.
Considering that third-party app installation methods, like side-loading, are already in use on Android devices, it is plausible that such methods may pose additional risks for uninformed users who do not exercise due precautions while installing software from untrustworthy sources. However, Apple’s alarmist approach may be exaggerating the extent of the problem since Android has been exposing users to this risk for a considerable period. Moreover, Mac and Windows devices have been functioning similarly, and yet society has not crumbled and people continue to use these platforms successfully.
The tech giant also announced earlier this month that developers can now add links to their websites to inform users of alternative subscription methods for digital content available for purchase within the app. However, there are several caveats attached to this provision, including strict control over the placement and appearance of the link, and the need for special permission from Apple to use this feature. But that’s not all – the real kicker is that Apple expects a whopping 27% share of any purchases made through that link. It even presents the user with a warning message about this before redirecting them to the external link.
It’s understandable why Apple is apprehensive about implementing these changes. After all, the company’s strict control over the App Store and its commission on purchases (usually 30%, with a few exceptions) comprises a significant chunk of its service revenue. So, any erosion in this income could have a significant impact on their bottom line. But what’s not so comprehensible is the sulky attitude Apple is displaying while complying with these measures.
Lawmakers are already keeping a close eye on Apple’s dominant market position and taking steps to curb its influence. This is evident in Europe, where laws have been enacted to limit the company’s control. Apple’s petulant behavior while implementing these measures is not going to convince the regulators of its stance that these changes are unnecessary and user-unfriendly.
At best, it can be considered a short-sighted move. Yes, it may not materially affect Apple’s revenue in the near future, but it also gives the impression of a company that is unwilling to work with the spirit of legislature aimed at promoting competition and minimizing the sway of multi-trillion dollar corporations like itself. Additionally, developers are increasingly frustrated with Apple’s underhanded tactics. While this may not make a difference to platforms like iOS, which boast an unparalleled user base, it can have repercussions when it comes to launching new platforms, such as the rumored Apple Vision Pro.
Moreover, this rigid stance could make Apple more vulnerable to competition in its primary business areas. While it is hard to believe that iOS could ever lose its dominance in the mobile market, unexpected outcomes have occurred in the past, and developers who feel slighted and wronged may be more inclined to assist a rival company in replicating the iPhone’s success if circumstances become unfavorable.