Earlier today, Apple made some changes to the App Store review process. While the company made a handful of changes, one standout focuses on streaming services for games. However, at least one company is not thrilled with the new outlook.
Until today, when Apple made the changes, video game streaming services were not allowed in the App Store. Now, technically, that is no longer the case. Apple is more than happy to allow these services in the App Store, but they must follow the rules. It includes submitting every single game available on the streaming service for independent review. These games must also be submitted as separate apps, with landing pages, reviews and what not all in the App Store.
The end result, based on Apple’s rules, is a “catalog” format delivery system, which will link to these individual games.
The Verge received a comment from Microsoft, and it calls Apple’s implementation “a bad experience for customers”.
This is still a bad experience for customers. Players will jump directly into a game from their curated catalog in an app, just as they do with movies or songs, and will not be forced to download over 100 apps to play individual games from the cloud. We are committed to putting players at the center of everything we do, and providing a great experience is the core of this mission.
Apple’s rule that each game within these services is available individually means that they will all be subject to Apple’s 30% commission. This is certainly something companies like Microsoft and Google and others are well aware of.
In addition, the original report notes that Microsoft points out Netflix and Hulu, and the other streaming services out there that rely on video, do not have to follow the same rules. Apple has usually looked at interactive content differently than not, but games are ripe for in-app purchases while videos are not. Gaming is still one of the biggest aspects of the App Store, and it probably won’t change anytime soon.
Apple is trying to expand an olive branch here, but there are many thorns on that branch. Still, Microsoft does not rule out the possibility that the xCloud streaming service may one day come on iOS. But as it stands right now, Microsoft is clearly not happy with Apple’s new policy.
What do you think? Will Microsoft work within Apple’s policy to launch xCloud on iOS? Let us know in the comments.