According to Bloomberg much of the former iAd team is now working on a new Apple project that would let developers promote their apps in the App Store using a paid search model.
I’m not buying it.
Last December, Tim Cook announced that Phil Shiller, Apple’s SVP of Worldwide Marketing, “is taking on new responsibilities for advancing our ecosystem, led by the App Store”. Replacing crappy App Store search with crappy paid App Story search is the last thing Phil would do.
I expect that the next WWDC will be all about the App Store, introducing a collection of technical and business innovations that will create massive new wave of opportunities for app developers. Here are 10 ideas:
- App Rentals — Being able to rent apps for 24 hours the way you can rent movies could revolutionize the App Store. Some apps could be 99¢ to rent and $4,99 to buy, and some could be $3.99 to rent and $9.99 or $19.99 to buy. A whole new class of apps could become commercially viable to build.
- Upgrade Pricing—The App Store is almost eight years old. Too many app makers have struggled to work around this. On the Mac, several of loyal Apple development shops have switched back to selling direct.
- A Users Communications Channel—By default, app developers know nothing about their users and they don’t have an effective way to communicate with them. To circumvent this, some apps require user registration and others (ab)use push notifications. Being able to communicate with your customers is essential for any good business and it’s time for Apple to stop standing in the way by trying to control this relationship.
- HTML App Info—Text-only app descriptions and five screen shots, that’s it? Welcome to the 21st century Apple, seriously. In order to make informed app purchasing decisions, users need access to product information that is visually pleasing and easy to explore.
- Awesome Search—It’s a solvable problem. It’s not super hard. The search I created for the Know What’s Inside catalog of kids apps is better than the App Store and it was built with a tiny fraction of the resources Apple has. The only reason app search sucks is because Apple hasn’t cared enough.
- Your personal app news channel—Apple knows your app ratings and, if you’ve given them permission, the amount time you spend using apps. Why not use this info to determine what other apps you’d like? Give me an Apple News channel with interesting apps for me. The App Store team is doing a terrific job highlighting great apps but there’s tremendous opportunity for discovery beyond a one-size-fits-all approach.
- Favor apps that fully implement accessibility—Especially under Tim Cook, “doing the right thing” has become one of Apple’s core values. The company invests heavily in the environment and in making devices that are accessible for everyone. I would love it if the App Store team would take a stand and say “You’ll never get featured unless your app supports accessibility”.
- Zero tolerance for fake reviews and charts rigging—There’s a special place in hell for those who are systematically manipulating download numbers and posting fake reviews. While I’m sure Apple is working to prevent fraud, I hope they will double their efforts to irradiate this despicable form of manipulation.
- Social app discovery—Show me which apps my friends like. Notify me when my friends share an app rating. Game Center is the closest thing Apple has to a “friends” network. This is definitely an area with room for innovation and development.
- Connect for AppStore—Apple could make the biggest leap foward in app discovery by …drumroll… implementing Apple Music Connect for the App Store! This would give app makers a channel to post content with tips & tricks, guided tours, etc. Users could share, like, and discuss all from within the App Store. Look for a tab with an @ sign in the next version of the App Store app.