Apple has been repeatedly pushed back by state entities and regulators: alternative payment methods, stripping features from existing hardware, allowing alternative app stores and true browser defaults to compete - everywhere it goes, Apple seems to be complying with some reversal, either because trial decisions don't go to Apple's liking or because lawmakers regulate its preferred way of doing business so that it can't exist.
Apple doesn't like this, which should surprise no one. What's even more astonishing is that Apple is willing to harp on to customers about how much it dislikes doing this and how it thinks it's bad for users, who in some ways Apple seems to view as guardians of weak-willed users.
"With each change, Apple has introduced new safeguards to reduce - but not eliminate - new risks to EU users posed by the Digital Markets Act," Apple wrote in its own press release announcing the changes Apple has made in iOS 17.4 based on Europe's newly implemented Digital Markets Act. The press release even includes "For users, these changes include new controls and disclosures, and expanded protections to reduce privacy and security risks posed by the Digital Markets Act," directly in bold and large font as the second subtitle.
The installation of third-party applications and "side-loading" features similar to those in Android do create additional risks for users who are not informed, do not take appropriate precautions, or are irresponsible in ensuring that they practice good software hygiene and install reputable software from trustworthy sources. But Apple's threats may exaggerate the severity of the problem, because as mentioned, Android has been putting users at risk for quite some time - as have Mac and Windows devices. Despite this, society still maintains good order and people mostly use these platforms successfully.
Earlier this month, Apple also announced that developers will be able to link to the web to introduce users to alternative subscription methods for purchasing content digitally within apps. There are a number of issues with this, though, including how and where links are tightly controlled, and Apple must provide apps with special permission to allow them to do so. In addition, and most importantly, Apple says that any user who purchases through the link will pay Apple a 27% commission, and Apple will also issue a warning when the user clicks on the link.
Apple's reluctance to make these changes is entirely understandable; Apple's control of the App Store and its cut of purchases (usually 30%, with exceptions) account for a large portion of its services revenue and could have a significant impact on earnings if eroded over time. But it is not difficult to understand how cowardly Apple is in not letting others pry open its clenched fist when it comes to compliance issues.
Lawmakers have begun probing Apple's single business in various places to see whether it is creeping into antitrust territory or, like in Europe, is already enacting laws to limit their control and power. Apple believes these measures are unnecessary and actually hostile to users.
At best, this seems short-sighted: Yes, doing so means Apple's revenue picture won't materially change in the short term. But it also means Apple appears to be a company extremely unwilling to cooperate with lawmakers who aim to increase competition and reduce the impact that multi-trillion dollar companies like Apple have on the world at large. Developers are increasingly angry about Apple's erratic behavior. These dissatisfactions likely won't have much of an impact on platforms like iOS, which have unparalleled install bases, so they are inevitable if a mobile consumer software business is to be built.
This also means that Apple's core business may be more vulnerable to competitors; for now, it seems impossible that iOS will lose its strong position in the mobile market, but stranger things have happened. If things get bad enough, developers who feel spurned and insulted will be more likely to join forces to punish the platform.
Author/Darrell Etherington