Apple implements the concessions promised on the App Store

Application developers will now be able to contact users individually, without going through the Californian giant’s online store.

Apple now allows publishers of mobile applications to contact their users directly and offer them payment methods not controlled by the App Store, a concession announced in August that does not resolve the thorny subject of a real opening of its platform.

The Californian group updated Friday the regulations of its App Store, its essential platform for downloading applications on its smartphones and tablets. Under the new rules, developers can now contact consumers individually, for example by email, to offer to pay for a subscription or other service through their website. They will therefore also be able to ask them for basic information, such as their name and e-mail address, ” as long as this request remains optional ” for the user, specify the manufacturer of the iPhone.

Epic Games not satisfied yet

Apple proposed these changes in late August to end lawsuits against small businesses that design applications. These will be able to bypass Apple’s payment system, and therefore the 15 or 30% commission goes to the electronics giant. But this concession does not satisfy many publishers, especially mobile video games, such as Epic Games.

The studio responsible for the very popular Fortnite game has sued the apple brand it accuses of a monopoly. In September, an American judge partially cleared Apple of these accusations while ordering it to no longer impose its payment system within applications. Both parties appealed. For Epic, the ability to redirect users to a payment method outside of the app is not enough: most gamers appreciate being able to pay directly in the game, without leaving it. Apple is also facing investigations by American and European authorities accusing it of abuse of a dominant position.

Apple’s new privacy and advertising restriction policy are starting to show its impact on the advertising industry. According to Evan Spiegel, CEO of the parent company of the social network Snapchat, ” the industry has been turned upside down ” by the implementation of the tracking transparency app. since spring. This rule requires applications downloaded to the iPhone, in the new version of Apple’s iOS, to explicitly request consent from the user to track their data for advertising purposes. If it refuses, the applications – and the advertisers who place advertisements on them – find themselves more or less blind. As a result of these changes, many of the tools previously used by advertisers to measure the effectiveness of their advertising campaigns on Snapchat ” have been rendered ineffective, for the most part, ” acknowledged Evan Spiegel.

Rebuild an advertising infrastructure

Consequence: even if the turnover in the third quarter increased by 57% to 1.07 billion dollars, analysts retain that it is a little below what was expected. Above all, they are worried about the next few months. Snap does not think it will be able to achieve as much revenue as expected in the next quarter. For Evan Spiegel, the priority is to rebuild an advertising infrastructure, but he does not know how long it will take Snap to adjust to this new paradigm for the sector.

The market sanction on these comments was immediate: upon the announcement, the Snap shares lost a quarter of its value in pre-opening trading, wiping out some $ 28 billion in a few minutes. Prior to that, the stock had risen 50% year-to-date.

Underestimated impact

She brought with him other values ​​that will be impacted such as Facebook which will publish its results Monday evening (less 5%), Twitter, or the advertising company Criteo.

“ We have clearly underestimated the impact (of this change) on our advertising partners,” explained the CEO. Snap then developed, at an accelerated speed, a new internal measurement tool, based on anonymized user profiles and no longer on identified users.

Evan Spiegel insisted that this was primarily a measurement problem, but based on data from Snap, the campaign success rate was, on average, the same as before the iOS update.

” In the long term, we fully support these changes and the protection of the privacy of iOS users, ” said Evan Spiegel.

Not all of Snap’s worries stem from Apple’s rule changes. The group is also facing declining budgets for advertisers, who are less inclined to run advertising campaigns as global supply chains – which should be running at full speed before the end of the year period – are disrupted. Component shortages and strain on the workforce reduce ” the short-term appetite to generate additional customer demand through advertising, ” says Snap.

The Macs have given themselves a new lease of life, with the ” best sales in the history of the brandApple CEO Tim Cook said. Performance, autonomy, processing of data streams, videos … Everything has been optimized in the new MacBook Pro. For the first time, a compact version with a 14-inch screen has been added to the 16-inch version. Good news, the traditional keys at the top of the keyboard have returned to their place, sounding the (definitive?) The disappearance of the Touch Bar. And connectivity also goes through physical ports: two USB-C, a latest-generation jack, and Magsafe charging, and a thunderbold, better suited to the energy needs of the device. Something to please those nostalgic for the old features of the Mac while integrating new qualities.

So yes, the screen is enlarged, the edges are extra-thin (3.5 millimeters thick) and yes, there is a notch for the camera (the subject has been debated on social networks). Admittedly, the “notch” does not please everyone, but the screen occupies almost all of the space available for an optimized display. The microleds integrated into the screen allow both to improve the brightness, the contrasts and to refine the device. The 16-inch version offers up to 21 hours of battery life in video mode.

Apple has also taken into account the need to improve the quality of the camera on its Macs, for users who increasingly need this equipment. The audio has also been pushed, with both better speakers and a more efficient microphone. Enough to make videoconferences and keynotes last until the end of the night (or almost). And for those who would still like to work with their new “toy”: the professional applications on iPhone and iPad can be used on the new Macs.

“ This new MacBook Pro now has a beautiful XDR display, new ports including MagSafe 3, an advanced 1080p camera and a six-speaker audio system for a great sound experience. All in a stunning new design. The new MacBook Pro simply has no equivalent, and it’s hands down the best performing business notebook we’ve created. Said Greg Joswiak, Senior Vice President of Worldwide Marketing at Apple.

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