Over the years, the topic of Apple tax can be said to be endless, and various Internet companies have not stopped criticizing Apple.
1. Apple's disguised discount "Apple Tax"
According to a report by the Financial Associated Press, Apple introduced a feature called "Set Repeat Customer Discount for Auto-Renewable Subscriptions" in App Store Connect, which allows developers to offer discounts to users who have stopped subscribing, so as to attract customers who previously canceled their subscriptions to re-subscribe on the App Store, helping developers alleviate the churn of subscriber apps.
According to Apple's official introduction, under the premise that the App provided by the developer has an auto-renewing subscription, you can choose the incentive type to delineate the scope of users who are eligible for preferential subscriptions, such as providing a six-month preferential monthly fee or a discounted annual fee to old users who have unsubscribed. Developers can create up to 350 recall offers per subscription.
In the case of the Apple Store, it will be able to offer a series of promotions to eligible users, who will be able to discover repeat customer offers in multiple locations in the Apple Store, including the app's product page and Editor's Picks in the Today, Games, and Apps tabs. On iOS 14.3, iPadOS 14.3, and macOS 14 or later, users can view offers on the Manage Subscriptions page. For iOS 18, iPadOS 18 and macOS 15 users, it will appear on the in-app "Retention Offers" page.
In 2018, Apple decided to open up a subscription model to all apps. In the first year, Apple will continue to share 3/7 with developers in the past, and if users continue to subscribe after the first year, Apple will adopt a 15/85 sharing model for this part of the subscription fee.
Second, Apple finally figured it out?
What should we make of the fact that the Apple Tax has played a crucial role in building a powerful business empire over the years with its unique closed ecosystem, and has become a strong moat for Apple to maintain its profits?
First of all, since the launch of Apple's App Store, its unique closed ecosystem has been the key to maintaining its high profits. Apple secures its absolute voice in the mobile app market by charging a commission of 15% to 30% on in-app purchases (known as the "Apple Tax"). This closed model not only brings Apple a stable revenue stream, but also ensures the quality and security of the app through a strict review mechanism, and has won the trust of users. However, over time, the "Apple tax" policy gradually revealed its drawbacks. High commissions are burdensome for many developers, especially smaller developers, who often struggle to withstand such cost pressures, resulting in a diminished incentive to innovate.
Second, although the "apple tax" has brought huge profits to Apple, the act of slashing wool has undoubtedly damaged the trust of users. Users are the cornerstone of the market, and any behavior that ignores user experience and benefits will lead to user churn. In recent years, as users have become more receptive to subscription services, they have become more cost-effective and long-term value when choosing services. Apple's high commissions make some apps more expensive, reducing users' willingness to buy. In addition, some users are beginning to question Apple's monopoly on the platform, arguing that it is using the market advantage to unfairly exploit developers. This crisis of confidence poses a serious threat to Apple's long-term development.
Third, in the face of the crisis of user trust and the pressure of market competition, Apple finally chose to compromise and discounted the "Apple tax" in disguise by launching the "repeat customer discount" function. This strategy is not only an innovative exploration of user retention, but also a positive response to market feedback. By offering offers to users who have canceled their subscriptions, Apple aims to entice them to resubscribe, thereby increasing user retention and developer revenue. This kind of promotion not only relieves the financial pressure on developers, but also strengthens the stickiness of users to Apple's ecosystem. What's more, it sends a signal to the outside world: Apple is starting to value user experience and market feedback, and is willing to make certain compromises while maintaining profits.
Fourth, in the current situation of fierce market competition, if Apple cannot learn to respect the market and respect users, it will inevitably be abandoned by the market. The discount of Apple's tax is not only Apple's compromise under market pressure, but also Apple's re-examination of market rules. Apple's tax adjustment can not only enhance Apple's market competitiveness, but also restore user trust, which is a wise move for Apple under market pressure.
Therefore, Apple's adjustment of the Apple tax can be seen as a positive response to market changes. While it may have an impact on Apple's revenue in the short term, in the long run, such a change will help strengthen the vitality of the Apple ecosystem and promote a virtuous cycle.