If it wasn’t already clear who owns the customer – Apple or its mobile carrier partners – yesterday’s announcement that ‘In App’ purchases will be a prominent feature of the next version of the iPhone’s OS suggests, once again, that power resides very much with Steve Jobs and co. in Cupertino.
When iPhone OS 3.0 is rolled out this summer, developers will be able to charge for additional content within their applications – so that, for example, an iPhone game could at anytime prompt a player to purchase additional levels or other in-game content, such as maps, without the user having to leave the app and billed through their existing iTunes account. For the privilege, Apple takes its standard 30% cut, once again bypassing the carriers. That in itself is disruptive enough. However, there’s another force at play.
Micro-payments. Or more broadly, in an era of free and ad-supported, getting consumers used to the idea once again of actually paying for content, albeit online.
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