“Engine of economic growth”
This topic is extremely important to Apple, as has some phrasing and repetitions of words in the Press release suggest. The group itself speaks of a “strong engine of economic growth in Germany” – not only did developers get a platform for their apps, companies could also digitize their business with the help of the app store and thus relocate it to the Internet
“Status Quo” is good enough
In the press release itself, the group throws around numbers and examples that are difficult to verify and, above all, are intended to suggest one thing: everyone benefits from it, it is good as it is and we have everything under control.
It is precisely the last half-sentence that perhaps best underscores the problem: In addition to the breakdown of how the generated revenues are divided, the type of control is repeatedly criticized. Many developers, such as Spotify, not only feel that they are being manipulated, but are being taken advantage of. Submitted updates are not processed at the appropriate speed or are at least rejected with questionable arguments. To make matters worse, Apple interprets its own app store guidelines very differently in some points – depending on which developer is behind them.
Numbers over numbers
In the press release, the iPhone group is doing everything it can to focus on the purely economic figures: Since the app store was launched, German developers alone have generated more than two billion euros in total income; in 2021 alone, sales are expected to increase by 21% compared to the previous year be. In addition, German developers have published over 60,000 apps to date that are “successful both at home and abroad.”
In the press release, Apple cites concrete examples at least for this point of view. The app Fastic for intermittent fasting, for example, was able to increase the number of its employees from 9 employees to 49 within one year. In addition, a personal statement is made about how robust the App Store is in a currently difficult economic environment:
“The German developer community is a very good example of innovation and resilience in difficult times. A quarter of a million people are part of the iOS app ecosystem today. They help create innovative and exciting apps that are used by people all over the world. “
Official statement from Christopher Moser, Senior Director for Apple’s App Store
Reminder of the new Small Business Program
In the course of the discussions about the commissions, Apple also reminds you once again of the corrections that have been initiated with the Small Business Program, which officially came into force on January 1st, 2021. Here Apple halves the commission from 30% to only 15% for small developers. This should enable them to become profitable faster and grow at the same time. But not all that glitters is gold. The reduced commission of 15% only applies to sales of up to 999,999 euros. Everything above that can be paid to Apple with the well-known commission of 30%.
To be understood as lobbying work
The unusually long press release must clearly be understood as lobbying work. By highlighting the advantages, the group would like to underline the important position the App Store has for the iOS app economy in Germany. At the same time, politicians should be reminded that you are very self-reflective and approach the developers if necessary.
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