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Apple fights for the App Store

Good morning! This Monday, Apple gives an inch while others take a mile, Google's Big Moments is breaking news with a twist, and Apple's expanding in Los Angeles.
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If big changes are coming to Apple and the App Store (and to be clear, that's still a big if), it's increasingly clear that they're not coming all at once. Instead, it'll come in increments: a South Korean payments law here, a Japanese investigation there, a concession to developers over there.
Epic took the biggest swing yet against Apple, and didn't quite finish the job. But it did win one key concession: Judge Yvonne Gonzalez Rogers found that Apple violated anti-steering rules, and said Apple had to let developers tell users where else they could pay for things.
Now Apple is appealing the ruling. Never mind that the company called it a "resounding victory" way back in the halcyon days of eight weeks ago. It's digging back in.
Death by a thousand cuts is a real threat for Apple, and the whole anti-steering thing is a perfect example. Apple gave an inch, allowing developers to email their users about payment options; Judge Gonzalez Rogers then extended the idea even further. People like Tim Sweeney immediately began to promote the idea that this meant developers can do whatever they want, which became the narrative.
Anywhere Apple opens a door, competitors are waiting. Paddle announced a new payment system for apps last week, which it calls "a true like-for-like, drop-in replacement for Apple's IAP," only with lower fees. It surely won't be the last.
This is a huge operational headache for Apple. It obviously understands that it has to run the App Store differently than before, but how differently, and in what way, seems to change every day. In this particular case, Apple's hoping to kick the can as far down the road as possible.
This is all still a long way from over. The momentum to change anti-steering policies continues to grow, but Apple's going to fight it tooth and nail, and if it can win this appeal it means change will take a long time to be real. And maybe by then, Apple can find the happy medium that works for everyone. Or not.
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