Just stop giving in to Apple’s demands!Posted: February 21, 2011
So the internet has been awash with condemnation at Apple’s recent decision to impose it’s monopolistic tactics onto content publishers with their announcement to kiabosh any out of app purchasing. And somewhat rightly so; 30% is a lot of margin to be giving away, especially when the margins are so tight anyway that a sale can often result in a loss.
The fanbois may argue that Apple has the right to charge what they want as they have spent money building their platform over the years and I would say that they are right. Apple spent
millions billions in R&D to create the iPhone, iPod, iPad and the iOS and it’s their prerogative to make it work for them financially.
However, that’s certainly not to say that publishers should just stand by and let the “suits” from Infinite Loop have their own way. The music industry learnt this lesson a long time ago, after they let Apple define the rules and set the path for digital music downloads for almost a decade. It finally seems to have started to pick itself up and work its way out of that hole, although I do worry it’s is a bit like an absentminded old man who regularly forgets that the kettle gets hot when its boiled and happily picks it up with both hands whenever it whistles.
Apple won’t drop their prices voluntarily, despite mounting pressure and the more favourable Google rates, because they just don’t have to. Unfortunately it isn’t a fair market so they won’t be forced to change their pricing through natural market forces. My point here is, that if publishers don’t like the 30% surcharge that Apple is about to impose then they should pull their content from the platform. If no one provides their content through iOS devices then those devices become less appealing and as happens in a normal fair market economy Apple will be forced to drop their prices to get the publishers back on board.
Working for an iTunes competitor I am somewhat biased on this, but if the already slightly senile music industry doesn’t want Apple to right the rules for the subscription streaming market in the same way it did with a la carte downloads then they should stand their ground. They should look to pull their content from the iTunes platform or at least stop the impending Apple streaming service from launching. Services like Spotify, MOG, Rdio at al. won’t be able to afford to give £3 per month to Apple whilst giving the lions share to the labels. The aforementioned must also avoid backing down on what they take from music subscriptions just to make this work under the Apple dictatorship or they’ll end up bending over again while the Cupertino giant gets its way.