With rumors that Apple is considering the opening of traditional operations to other developers, many have come to the conclusion: the company is doing so in fear of unintentional investigations. These kinds of arguments consider Apple to be a relatively static company, a monolith for its progress It is only for external pressures. And they leave aside the possibility of adding new functions early on in their programs.
IOS 8 as an opening example
Two important announcements with iOS 8 were produced at WWDC 2014. The first was that it might have included third-party keyboards. Until this version of iOS, users could only use the familiar ones. On Android they were very popular keyboards such as SwiftKey (acquired by Microsoft 2 later), which will eventually be able to make the iOS version.
Second and most importantly, it was narration. The job of a developer communication with other applications without having to cross different obstacles. Among its improvements were:
- You can send content to other apps with multiple options in the sharing menu.
- Take action on the selected content.
- Installation of widgets from third parties.
- Edit photos from the third-party app and tools without leaving the app.
- Allow apps to access third-party apps, such as Google Drive, Dropbox, etc.
In addition to this development, we find another very important one. Apple opened with iOS 8 use Touch ID over unlock for iPhone 5s and iPad, as well as purchase of apps and content from their stores. Developers were able to use the fingerprint recognition system to access their services (in combination with iCloud Keychain).
This upgrade was much needed to upgrade iOS. However Apple took its time to use them safely and the splendor you mark.
Apple's top priorities
In the Apple world, there is a delicate balance to maintain. Throughout history, the company has gone through several experiences that they have made her awesome Thanks to the developers. Some of the episodes starred Microsoft and its office as well as the omission of the Adobe Premiere program for the Mac platform.
These cases have exposed the weaknesses of the company as it is in the hands of a third party. Maybe because of this, to prevent it from happening again, Apple finally did list of priorities John Gruber describes:
When Apple is in trouble, it will decide based on a list of priorities: first by Apple, then by users and then by developers.
Here's a basic reason why Apple is taking so long to unlock software issues. It does not mean that if something is right for developers it will never be done. It means that if putting in work is for them, they must find a way to make it right with Apple first and later customers.
This happens with Extensibility and many other things. The work that most developers wanted but needed by the company was very important. And in that figure too the final customer must enter. So, we can say that any new one has to offer its work safely (Apple), is easy to use (user) and provides (developer) profit.
Siri browsers, email clients and traditional controls
Over time, Apple has been adding more jobs to the startup it seemed they would never come. In addition to the aforementioned keyboard and third party keyboards, we have some examples such as:
- Maps and music from third parties on CarPlay.
- Password managers
- Advertising wrinkles.
- Bots / apps Reports.
- Termination of serial applications.
- Access to Health data.
- Edit or delete photos from other apps.
- Integration of phone calls.
- Integration with Siri in other works.
- Send messages and make phone calls with Siri.
Naturally, the company cannot offer these changes from scratch. They are the result of learning how their machines are used, Opportunity review and changes in the competitive environment. Apple is adding improvements to its software considering the limits of its services and priorities.
Given that we can choose which email app and browser we want to use automatically, it would be nothing but the result of this foundation. The same will happen with the rumors of Spotify and other music providers can use Siri natively on the HomePod (they can now do it on iPhone and iPad).
In this difficult balance Apple offers first, then to users and finally to developers
An example of a complex measurement of priorities is the use of a backdrop. With iOS 13, apps always want to use location require the user to specify it in settings and not from the app. In addition, they receive regular notification. The idea was to inform the user about those apps that could take advantage of the location without them knowing. How to provide more clarity and control over the user.
With iOS 13.4, Apple changed this because of the disruptions it has caused to users and the damage to developers such as Tile. According to this version, users They can choose "Always" when we select "Allow while using the application". All of this without having to go to settings or get annoying reminders.
The confusion between vertical and horizontal integration
As we can see, many of the functionality that some thought we would never see in iOS and other applications has come to an end. If a company believes they can be optimistic, explore how to combine it considering your priorities. Others, on the other hand, live alone.
if Apple allows automated browsers and email clients on iOS 14, you can bet related to increased pressure from US and EU regulators. Also, using betting messages (iMessage) is not included https://t.co/ogOwBhqkYZ
– Tom Warren (@tomwarren) February 20, 2020
A few weeks ago we talked about Apple's direct integration and how others view it as a result of some kind of extinction. Under this controversy, Apple will be giving them unfair advantage over jobs that other manufacturers do not have. So, whether Apple prevents the development of third-party apps by default or native access to Siri on the HomePod could be anti-competitive practices.
Vertical business models can prevent any company from taking advantage of the competitive advantage of this model.
This assumption ignores those specific types of business they have always been And they are completely legal. Attacking vertical integration leads us to unrealistic situations with other products. Should WhatsApp open its platform for its users to use Apple Pay Cash, PayPal or Bizum in addition to its solution? Why can't Google put its ads on Facebook? Why is Sotify blocking the playback of Apple Music songs in your app?
Moving it to other fields outside of technology also raises some funny questions. Why can't I order a McDonald & # 39; s hamburger at a Burger King restaurant? Should Mercadona be forced to say that sell your product Hacendado at other supermarkets? Why don't Repsol stations sell Cepsa diesel?
Obviously, we are dealing with so-called merger-merging businesses. Its mere presence does not preclude the development of other businesses with precise models. It is the decision of the companies themselves the level of openness of its products and services.
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