My critique of Apple’s management of the App Store (which began in 2008) has never been about embarassing Apple or denigrating its employees or motives, I want to see this amazing platform Apple created be the best it can possibly be. The App Store is an incredible marketplace that has generated tens of billions in revenue while empowering billions of people around the world to do amazing things with these magical little computers we carry around in our pockets. But I do think the overall success of the App Store has blinded Apple to the need for various course corrections over the years. And as the financial incentive to build and maintain great niche apps dries up, the beautiful and diverse forest of apps that is the App Store will slowly start to look more like the unkempt Play Store.
So, let’s talk about how developers are gaming the App Store and why it matters to the future of the platform. Any one of these tactics might seem somewhat bland individually, but when tens of thousands of apps deploy multiple tactics across many categories of apps, the impact can be measured in hundreds of millions of users and likely billions of dollars.
For all of the activity in the App Store and Apple’s evidently increased investment in it, tactics like these make even its most popular apps feel like the product of a disreputable marketplace. It is disheartening to see unscrupulous developers with crappy apps succeed — and even be featured by Apple, as Barnard documents.