Phillip Shoemaker's name may not be very well known these days, but after a pre-WWDC podcast and associated blog post, Apple's former App Store director is back in the spotlight with a timely proposal: Following a Supreme Court ruling that may be sued for monopolistic routines, and Apple must start playing fair with its direct competitors, especially those with low-margin businesses, or risking the international legislature's anger.
During a Bloomberg Podcast focused largely on the internal minutia of the App Store approval process, Shoemaker discussed his early role in giving the thumbs up or down to various apps, interestingly including conversations he received from former vice president Al Gore and late Apple CEO Steve Jobs after controversial apps slipped through the evolving approval process. A 2009 baby-shaking app was among the more provocative and worrying examples, while variations on the 2008 $ 1
Noted that his bosses at Apple were generally focused on fairness to developers, regardless of size, Shoemaker suggested that in the early App Store days, big developers like Facebook sent very bad code while daily breaking with app benials that could deprive small developers of the income they needed to survive. But today, the former director's concern about what Apple can do for developers is by deciding to compete with their businesses.
In a medium post, Shoemaker said "Apple has struggled to use the App Store as a weapon against competitors" for years, called Spotify, Netflix, Amazon and Google as just a few of the competing companies. During the podcast, he explained that Google Voice and its iOS predecessor, GVoice, fought long battles to win the App Store authentication, mainly because Apple thought their own apps would be staggered in the process.
Then Shoemaker explained, "Apple just didn't know how to answer." But he noticed that the latest subscription services are moving into new categories with existing competitors – or in the Apple Arcade case, "a type of app like Apple has consistently left out in the store "and will break with existing policies if distributed by someone else. Since the App Store is the only way to add apps to your iOS hardware, Apple has full and unmatched power over its customers' devices, he says, and their third-party app decisions must be out of bounds – but they're not currently. "
One solution: create an approval exception from the App Store to allow competitive, low-margin apps – news services, books, movies, music, and cloud storage – to publish their non-App Store purchase mechanisms. Another, the podcast suggested, be allowing all types of third-party apps to become "standard" substitutes for an Apple core app if the user so desires, and gives Apple an incentive to continue pushing their own apps forward.  The last time Shoemaker was in the news , back in 2010, when he was revealed to sell his own lowbrow apps in the App Store, and using a Twitter account for anonymous pills Apple rivals, he is now CEO of the security company Identity.com, while the App Store Today, over 20 million developers and over $ 120 billion in revenue generated.