With the introduction of iOS 18, Apple has made a previously little-noticed change that, according to initial market observers, could have a major impact on the development and distribution of new social apps that rely primarily on network effects for their rapid growth.
iOS 18 slows down the sharing of contacts, a function that has so far contributed significantly to the rapid spread of new social apps.
Contact sharing restricted
Previously, apps for new messenger platforms, photo platforms or social media channels were able to access the user’s entire address book with a simple consent. This made it possible to quickly connect users with their contacts after installing new apps, thereby helping to expand the network. According to assessment According to technology columnist Kevin Roose, this rapid spread was often the key to success, especially for start-ups.
However, with iOS 18, Apple has significantly changed contact sharing: users are now asked to select exactly which contacts they want to share, instead of sharing the entire address book with one screen touch. A change that could severely limit the success of new apps and will probably significantly slow down networking in new social apps.
Data protection instead of rapid growth
Apple justifies the change, which was already requested at the time of iOS 14, by arguing that users have more control over their data and should not be “forced” to release all contacts to participate in new networks. Sensitive contacts in particular, such as those of clients, wards, minors or professional contacts, could be protected in this way.
However, developers criticize that these changes favor Apple’s own services. For example, the messaging service iMessage does not have to ask for permission to access contacts, while other apps such as WhatsApp or Signal do. Some see this as distorting competition.
