Apple aimed to level playing field for developers, says App Store chief.
On Wednesday, Apple Chief Executive Tim Cook will face questions from U.S. lawmakers about whether the iPhone maker's App Store practices give it unfair power over independent software developers.
Apple tightly controls the App Store, which forms the centerpiece of its $46.3 billion-per-year services business. Developers have criticized Apple's commissions of between 15% and 30% on many App Store purchases, its prohibitions on courting customers for outside signs-ups, and what some developers see as an opaque and unpredictable app-vetting process.
In the mid-2000s, software sold through physical stores involved paying for shelf space and prominence, costs that could eat 50% of the retail price, said Ben Bajarin, head of consumer technologies at Creative Strategies. Small developers could not break in. But the App Store had rules: Apple reviewed each app and mandated the use of Apple's own billing system. Schiller said Apple executives believed users would feel more confident buying apps if they felt their payment information was in trusted hands.
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