Apple tweaks its App Store algorithm as antitrust investigations loom – gpgmail


That Apple has used its App Store to offer itself a competitive advantage is nothing new. gpgmail and others have been reporting on this problem for years, including those times when Apple chose to display its apps in the No. 1 position on the Top Charts, for example, or when it stole some of the App Store’s best ideas for its own, banned apps that competed with iOS features, or positioned its apps higher than competitors in search. Now, in the wake of antitrust investigations in the U.S. and abroad as well as various anticompetitive lawsuits, Apple has adjusted the App Store’s algorithm so fewer of its own apps would appear at the top of the search results.

The change was reported by The New York Times on Monday, who presented Apple with a lengthy analysis of app rankings.

It even found that some searches for various terms would display as many as 14 Apple-owned apps before showing any results from rivals. Competitors could only rank higher if they paid for an App Store search ad, the report noted.

That’s a bad look for Apple which has recently been trying to distance itself and its App Store from any anti-competitive accusations.

In May, for example, Apple launched a new App Store website designed to demonstrate how it welcomes competition from third-party apps. The site showed that for every Apple built-in app, there were competitors available throughout the App Store.

But availability in the store and discoverability by consumers are two different things.

Apple admitted to The NYT that for over a year many common searches on the App Store would return Apple’s own apps, even when the Apple apps were less popular or relevant at times. The company explained the algorithm wasn’t manipulated to do so. For the most part, Apple said its own apps ranked higher because they’re more popular and because they come up in search results for many common terms. The company additionally said that one feature of the app’s algorithm would sometimes group apps by their maker, which gave Apple’s own apps better rankings than expected.

Above: via The NYT, the average number of Apple apps that returned at the top of the search results by month

Apple said it adjusted the algorithm in July to make it seem like Apple’s own apps weren’t receiving special treatment. According to the NYT, both Apple VP Philip Schiller, who oversees the App Store, and SVP Eddy Cue, who oversees many of Apple’s apps, confirmed that these changes have not fully fixed the problem.

The issue, as Apple explains it, is that its own apps are so popular that it had to tweak its algorithm to pretend they are not. Whether or not this is true can’t be independently verified, however, as Apple doesn’t allow any visibility into metrics like searches, downloads, or active users.

Maybe it’s time for Apple’s apps to exit the App Store?

The report, along with the supposed ineffectiveness of the algorithm’s changes, begs the question as to whether Apple’s apps should show up in the App Store’s charts and search results at all, and if so, how.

To be fair, this is a question that’s not limited to Apple. Google today is facing the same problem. Recently, the CEO of a popular software program, Basecamp, called Google’s paid search ads a “shakedown,” arguing that the only way his otherwise No. 1 search result can rank at the top of the search results page is to buy an ad. Meanwhile, his competitors can do so — even using his brand name as the keyword to bid against.

The same holds true for the App Store, but on a smaller scale than the entirety of the web. That also makes Apple’s problem easier to solve.

For example, Apple could simply choose to offer a dedicated section for its own software downloads, and leave the App Store as the home for third-party software alone.

This sort of change could help to eliminate concerns over Apple’s anti-competitive behavior in the search results and chart rankings. Apple might balk against this solution, saying that users should have an easy way to locate and download its own apps, and the App Store is the place to do that. But the actual marketplace itself could be left to the third-party software while the larger App Store app — which today includes a variety of app-related content including app reviews, interviews with developers, app tips, and a subscription gaming service, Apple Arcade — could still be used to showcase Apple-produced software.

It could just do so outside the actual marketplace.

Here’s how this could work. If users wanted to re-install an Apple app they had deleted or download one that didn’t come pre-installed on their device, they could be directed to a special Apple software download page. Pointers to this page could be in the App Store app itself as well as in the iOS Settings.

An ideal spot for this section could even be on the existing Search page of the App Store.

With a redesign, Apple could offer a modified search screen where users could optionally check a box to return a list of apps results that would come only from Apple. This would indicate intentional behavior on the consumer’s part. That is, they are directly seeking an Apple software download — as opposed to the current situation where a user searches for “Music” and sees Apple’s own music app appear above all the others from rivals, like Spotify and Pandora.

Alternately, Apple could just list its own apps on this page or offer a link to this dedicated page from the search screen.

And these are just a few variations on a single idea. There are plenty of other ways the App Store could be adjusted to be less anti-competitive, too.

As another example, Apple could also include the “You Might Also Like” section in its own apps’ App Store listings, as it does for all third-party apps.

Image from iOS 1Above: Apple Music’s App Store Listing

This section directs users to other apps that match the same search query right within the app’s detail page. Apple’s own apps, however, only include a “More by Apple” section. That means its keeping all the search traffic and consumer interest for itself.

Image from iOS

Above: Spotify’s App Store Listing

Or it could reduce the screen space dedicated to its own apps in the search results — even if they rank higher — in order to give more attention to apps from competitors while still being able to cater to users who were truly in search of Apple’s software.

But ultimately, how Apple will have to behave with regard to its App Store may be left to the regulators to decide, given Apple’s failure to bake this sort of anti-competitive thinking into its App Store design.

 


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Apple exec Susan Prescott is coming to gpgmail Sessions: Enterprise – gpgmail


Susan Prescott, Apple’s vice president of markets, apps and services, has been at Apple since 2003. She worked with the company’s co-founder Steve Jobs, and has witnessed such milestones as the launch of the iPhone and the iPad. Prescott will be coming to gpgmail Sessions: Enterprise in San Francisco on September 5 to discuss Apple’s enterprise strategy.

Prescott has been closely involved in that from the earliest days of the iPhone, and as she told gpgmail in a 2018 article on Apple’s enterprise strategy, the company was thinking about the enterprise as a potential market from the start. “Early on we engaged with businesses and IT to understand their needs, and have added enterprise features with every major software release,” she said at the time.

When you think about it, it was in fact the iPhone and the iPad that led to the Consumerization of IT and Bring Your Own Device movements, two huge trends in enterprise IT that began in the 2011 timeframe. Later the company helped grow the business further by partnering with such enterprise stalwarts as IBM, SAP, Cisco, GE and most recently Salesforce along with systems integrators like Deloitte and Accenture. Today, the company offers a range of business tools including Apple Business Chat and Apple Business Manager, an IT management tool for managing Macs, iPhones and iPads and the apps that run on them.

All of that adds up to robust enterprise strategy, and Prescott will discuss all of that and more with gpgmail editors. We’ll dive into Apple’s history in the enterprise and what it’s doing today to enhance that part of its business.

In all, Prescott has over 25 years of technology industry experience. Before joining Apple in 2003, she worked for Adobe where she had a range of engineering, marketing and management roles. Her last position before joining Apple in 2003 was Vice President of product management and marketing in Adobe’s Creative Professional Solutions group.

Grab your $349 tickets today to join the show and meet amazing enterprise leaders. Don’t wait! Ticket prices go up at the door! If you book 4+ tickets you’ll save 20% – book for your team here.


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Next Apple Watch could include new ceramic and titanium models – gpgmail


Apple’s next Apple Watch revision could include new materials for the case, including titanium and ceramic. That’s according to new assets pulled form the latest watchOS beta release, as uncovered by Brazilian site iHelp.br (via 9to5Mac). The new screens discovered in the beta show graphics used to pair the Apple Watch during setup, and list “Titanium Case” and “Ceramic Case” alongside model size identification info.

Apple has previously offered a ceramic Apple Watch, alongside its Series 2 and Series 3 models, with a premium price and white and black case options. The company hasn’t previously used titanium, but the lightweight, durable metal is popular among traditional watchmakers because it can really significantly reduce the heft of a watch case, while still providing a premium look and feel.

Last year’s Apple Watch Series 4 was the first significant change in body design for the wearable since its introduction in 2015, so it seems unlikely that Apple will change that this year again. The new physical design includes larger case sizes (40mm and 44mm, respectively, vs. 38mm and 42mm for previous generations), a thinner profile and a display with rounded corners and slimmer bezels.

Offering new materials is a way for Apple to deliver new hardware that is observably new on the outside, in addition to whatever processor and component improvements they make on the inside. Apple will likely also offer these alongside their stainless steel and aluminum models, should they actually be released this fall, and would probably charge a premium for these material options, too.

The Series 4 Apple Watch proved a serious improvement in terms of performance, and added features like the onboard ECG. Splashy new looks likely won’t be the extent of what Apple has planned for Series 5, however, especially since the company is revamping watchOS to be much more independent of the phone, which would benefit from more capable processors.


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