“Strategic” Revision of Appstore Optimisation! – Chapter 2: “Internal revolt and Foreign invasion”

Following the previous article, why the Appstore are making such a great revision?

There are two aspects to answer this question:

1.  First, the problem facing by Appstore — Internal revolt and Foreign invasion.

1). Foreign invasion

Although the Android camp is loosely organized and disorderly, it has been smashed all the year round. However, after years of development, it has two consequences:

First, thousands of mobile phone manufacturers have died, but they have left five extremely tenacious guys, Xiaomi, Samsung, Huawei and the other two. They are all very powerful and murderous;

Second, after being strangled, it completely blocked the possibility of Apple infiltrating the medium market, and seeing the sales of Apple in the Indian and Indonesian markets with the largest demographic dividend and the fastest growth rate.

2). Internal revolt

The various time-killing tools represented by Tiktok and WeChat, not only let the users linger, but also forget that they have other needs. What is even more terrifying is that they have been immersed for a long time, which has changed the mental structure of the users and lost the depth of thinking. At the same time, it also lost its ability to explore.

Data shows that both the developer camp and the user’s dependence on the App Store are shrinking. For example, the number of new apps in China has dropped from 3,000 in 2016 to 1,800 in 2017 years, to 1,500 this year. The average number of new apps downloaded per user per year is also from 50 in 2015, It fell to 47 in 2016 years and 45 in 2017 years.

2. Second, the value of Appstore is irreplaceable for Apple

Re-recognizing the App Store, is the App Store just an app on the mobile desktop?

Of course, it is not.

The App Store is a strategic product in the Apple ecosystem and the core fulcrum of Apple’s trillion market capitalization.

Ten years ago, almost all mainstream Internet development resources were attached to Microsoft’s ecology. The development tools were Microsoft’s Visual C++. The library used was Microsoft’s MFC (Microsoft Foundation Classes), and the collaboration software was Microsoft’s CVS. And the platform environment is Wintel.

Today, the major related development resources have been transferred to the ecology of iOS and Android.

What happened?

It is a new platform created by the App Store, which triggers a “bilateral market” effect in economics: because of the open experience of the App Store and the quality experience of Apple mobile phones, developers are shifting camps and joining the Apple ecosystem to provide the application software and services, and abundant software, attracted more users to buy iPhones and services; more user scale, led to more developers to join, and repeated that, led to the entire software ecosystem completing a migration from the PC Internet to the mobile Internet.

App Store Contributed!

The trillion-dollar market value of Apple is based on an elegant three-legged structure: supply chain management, trillion-dollar users and channels, and millions of developers. These three features are supported by each other, which has a huge synergistic effect. This is the foundation and secret of apple’s trillion-dollar market value.

The App Store is the lever product that connects the three, the core connector, and apple’s strategic product.

Apple can’t stand by when the App Store is challenged, which is why these changes are happening.

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