Apple has faced legal challenges with how to manage the App Store. In addition to EU antitrust requests, it has fought in the Apple v. Pepper suit. The Supreme Court allows the case to go ahead and rejected Apple's arguments, and while the case is in its early stages, it can have a major impact on the App Store.
Apple v. Pepper
claims that Apple has "illegally monopolized the aftermarket for the iPhone
apps "and unfairly driven app prices by forcing developers to pay too much
that requires iOS users to purchase apps through the App Store and charge developers a
30% commission, plaintiffs claim, Apple was adding a mandatory fee that was
passed on to consumers.
Apple's answer was that iOS users buy apps from
developers, while the developers themselves were App Store's customers.
Since "indirect buyers" cannot detect antitrust cases, app buyers could not
In a ruling by the Supreme Court, the justice voted 5-4 in
favor of the procedure procedure. Justice
Kavanaugh stated : "A claim that a monopolistic dealer (here, Apple) has
Used its monopoly on overcharge consumers is a classic antitrust claim … the
The plaintiffs bought apps directly from Apple and are therefore direct
buyers. "This is just about the benefits of the trial – the case
even has not yet played.
If Apple loses, it could potentially have to pay some
who was overcharged due to the selection or even allowing users to purchase apps from
outside the Apple App Store for their iOS devices. While the case only has
Moving forward, potential impact on the app ecosystem may be
on a large scale.
In an answer to the decision, Apple said:
"We are proud to have created the safest, safest and most reliable platform for customers and a great business opportunity for all developers worldwide. Developers set the price they want to charge for their app, and Apple has no role in it. The vast majority of apps on the App Store are free and Apple gets nothing from them. The only case where Apple shares revenue is if the developer chooses to sell digital services through the App Store.
Developers have a number of platforms to choose from to deliver software from other apps, to smart TVs to game consoles – and we work hard every day to make our store the best, safest and most competitive in the world. "
Affecting Apps and ASO
Depending on how the lawsuit itself concludes, it can
Tremendously change how the App Store works. Large app developers have expressed
dissatisfaction with Apple's 30% cut of app profits, with developers
like Netflix trying to move away from making payments through the App Store
If Apple is forced to reduce or remove the tax, it may
results in apps that lower the prices of their subscriptions or in-app purchases.
Developers like Spotify and Netflix, who have adjusted their apps so that users need to
Subscribe directly through the site, can resume offering
subscriptions directly through the apps without Apple taking part
It is also possible that Apple may be required to activate
Users can download apps from outside the App Store. This would be similar
what the Google Play store is currently doing; it still takes part
profits, but developers can also sell their apps through other websites.
Apps that Fortnite has removed from Play Store all the way
Avoid the fee.
Whatever the end result may be, App Store Optimization will continue to be
important for an apps success. If Apple loses, it will be important to follow and
Understand trends in changing stores and remain optimized as the market
Changes. Following developments and trends is always important for ASO,
but a huge shift in the apps available in and outside the store
will be a big shift to stay on top.
If developers offer apps outside of the App Store, they will
will still include a version available on it to maintain the discovery
and downloads; mobile games that Fortnite can afford to leave the store if
They gain enough popularity, but very few apps have this freedom and level
As such, apps will still have to use ASO to compete
App Store. Lower prices can win over new users who were previously beaten
away from the cost, so paid apps can reach new users by advertising "New, low
prices. "Free apps can face extra competition when paid apps get cheaper, so
They should use the App Store optimization best practices to stand out from
their competitors and win over users.
Win or lose, the results of this trial could have a
great impact on the App Store. No matter how it changes, App Store optimization
can help developers make sure their apps compete and maintain a strong
location in the App Store.