As Epic sees it, Apple’s monopoly over iOS is legal, but it’s using the market power from that monopoly to dominate the secondary market for app distribution. Epic compares the situation to Microsoft’s antitrust case in the ’90s: a legitimate monopoly over Windows, extended illegally to the secondary market in web browsers.
It’s a good theory, but it only works if you see the App Store model as fundamentally separate from iOS. In its statement of facts, Apple describes the exclusive App Store as a fundamental part of the iPhone, part of the broader offering that makes the devices valuable.
Epic argues that Apple consciously tries to lock customers into its ecosystem of devices, and that iMessage is one of the key services helping it to do so. It cites comments made by Apple’s senior vice president of Internet Software and Services Eddie Cue, senior vice president of software engineering Craig Federighi, and Apple Fellow Phil Schiller to support its argument.
Typically, developers who want to become a member of Apple Developer have to register via Apple’s website. Now the entire registration process can be done using the Apple Developer app. The annual subscription is charged in local currency as an in-app purchase and can be renewed automatically if the user so chooses.
After tapping on a tag, the search results are curated accordingly. If a user searches for “photos” and then taps “collage,” for example, the search results will be narrowed down to apps that can be used to make photo collages. In some cases, a second tag can be selected to narrow down the search results even further.
To protect themselves, Apple has clearly chosen to put their weight behind Chipolo and give them a head start with the Find My network. I still think AirTags are coming, but by allowing another major player in this space to grow and gain traction, they won’t appear to be taking over the tracker market in a way that could welcome antitrust-style attacks. They’re helping to create more options for consumers, and it’s hard to say that’s a monopolistic move.
One day, when we can travel again, I may opt to put an Apple AirTag inside my passport.
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Thanks for reading.