A Glimpse into an Alternative App Reality
Legal changes both in Europe and the United States are gradually shaping an alternative app landscape. Initially, the changes recently announced by Apple for iPhone users in the European Union will not drastically alter their app experiences. However, in the long run, these modifications may provide users with more options for downloading apps, result in reduced costs for purchasing digital content, and enable the utilization of previously unavailable features. Nevertheless, Apple and Google are unlikely to relinquish their firm control without resistance.
For users in the United States with Android devices, exploring the Spotify app reveals an interesting scenario. Users can choose to purchase a Spotify subscription via Google, similar to acquiring special levels in “Candy Crush,” or they can opt to provide their credit card information directly to Spotify. Subscribing through Spotify grants users one month free, while using Google has its own perks for new subscribers, such as accumulating reward points for other app-related freebies. In contrast, Spotify’s iPhone app does not offer any discounts or promotions.
Cracks in the App Store Status Quo
The aforementioned flexibility within Spotify’s Android app may not be groundbreaking, but it does signify a crack in the long-established app store status quo. Traditionally, users have been limited to downloading apps exclusively from Apple or Google, with a few complex exceptions. Additionally, when it comes to purchasing digital content from apps—such as streaming video subscriptions, online fitness classes, or audiobooks—users have been compelled to make these transactions through Apple or Google. Conversely, if the purchase involves a physical product like a DVD, an in-person fitness class, or a paperback book, Apple and Google are not involved.
This framework has persisted largely due to Apple’s dictate 15 years ago, followed somewhat by Google, even as the line between the virtual and physical realms has blurred. However, Apple is now being compelled to allow users in the European Union to download iPhone apps from sources other than the official app store. Apple, with some justification, emphasizes the potential risks associated with this change. Nonetheless, it remains uncertain whether these proposed app alterations will come to fruition, as some developers find Apple’s proposals unappealing.
Anticipated Changes and the Potential for a Fresh App Spring
Both Android and Apple app rules will undergo modifications due to the same European legislation and recent settlements reached in the United States. For example, Google has proposed granting all apps the choice, similar to Spotify’s arrangement, to offer side-by-side payment options. However, Apple and Google are unlikely to relinquish their control over app distribution and their substantial annual revenue from the app market, which exceeds $40 billion.
Some app developers have expressed concerns that Apple and Google are leveraging legally mandated app changes to their own advantage. Critics fear that these companies may amass greater wealth and exert even more control over users’ app experiences. Nonetheless, considering the years of app-related deficiencies, any changes—despite their potential messiness and imperfections—represent the early stages of a potentially revitalized app era.