Changes are brewing in the App Store. Apple aims to increase revenue from the app store
There's no information on what they will be, but according to Western media, they have already led to significant changes in the team.
This is precisely why Phil Schiller left the company. Schiller, who was previously responsible for the App Store, reportedly believed that more aggressive monetization of the App Store would further anger developers, who were already unhappy with the store's conditions.
Neither Apple’s new CEO John Ternus nor Eddy Cue, the new head of the App Store and former head of Apple's video, iTunes, Siri, and iMessage development, agree with this sentiment.
A recent article in Bloomberg claims that they intend to "earn even more from the App Store," with one of their top priorities being to "find ways to increase the margin and extract additional regular revenue from the platform."
Interestingly, former head of Apple’s app review department, Phillip Shoemaker, is glad to see Schiller's departure. According to him, Schiller viewed developers as "petitioners, applicants standing on the other side of the counter asking for permission."
"He had no intention of sitting down with developers to modernize rules, policies, or processes. Not out of malice, but out of the belief that Apple writes the rules, and developers must follow them—period."
As for Eddy Cue, Shoemaker suggests that Cue is more likely to listen to developers' wishes because his entire previous career involved managing businesses where the content-publishing party was not a petitioner, but a full-fledged partner.
"He couldn't just tell Universal Music that their application was rejected, and they could reapply. He negotiated, built relationships, and understood that the catalog itself was the product and its creators had other options," Shoemaker explains.