While there is reason for optimism, it’s also a massive game changer as the App Store could effectively become pay-to-play. Many iOS developers are cautiously optimistic about the new ad format. Over on the App Store, the same process will be taking place with the new sponsored ads. In the best case scenario, Apple will work hard to open up its apps to scrutiny, allowing attribution of installs and measurement of usage. How easily this discovery can take place largely depends on Apple. In the weeks after these services open their doors, developers will begin teasing out this usage information, as well as learning how ordinary people will discover and use their integrated apps. How often do people open Siri? Could users really leave behind their WhatsApp and Viber to open iMessage more often? Isn’t Apple Maps too far behind Google Maps to be significant? For many years, Apple has operated as a closed ecosystem, which also means we don’t know much about the usage of these apps. For now, we’ll see a lot of experimentingĭevelopers will scramble to integrate with Siri, iMessage, and Apple Maps - but most of these early integrations will be experimental. Here’s what I think will happen, starting today and moving into the coming months.
But the sheer number of changes makes for difficult prediction. Newfound openness from Apple toward third parties means new opportunities to make money and expand on its massive platforms, especially iOS. The iMessage integrations seem to choose a different path from the chatbot craze sweeping Western chat apps instead they look more like China’s WeChat, a model that hasn’t yet been proven in the West. Copying ideas that aren’t thoroughly proven is also an uncommon move. Letting developers into its own apps is new for Apple. Take iMessage for instance: The messenger will let in lightweight apps, like a new DoorDash app that lets friends collaborate on food delivery orders.
The common theme throughout is a new level of openness from Apple to outside developers and ideas.
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