Apple tweaks rules so devs may email users outside App Store

Apple cuts App Store fees for smaller developers to 15%

Following improved support for in-app events, Apple has made a key adjustment to its rules that will let developers make direct contact with customers using email gathered within their apps.

App Store loosens up

In a very quiet way, Apple published new App Store Review Guidelines for developers October 23. In these it makes some significant changes in wording that mean:

• Developers can gather basic contact information but cannot make providing this information a requirement to use their apps.
• Developers can also contact customers and may offer purchasing methods outside the app.

The move keeps a promise Apple made last August when it agreed to allow developers a little more flexibility when it comes to in-app payments. While it seemed to take a class action to force Apple to do this, the truth is it was only a matter of time before the company would begin to find ways to open its App Store business model up a little.

Apple is quite evidently seeking to find a good and workable compromise that maintains App store security, maintains a healthy business model, and also reduce the level of criticism its current business models now generate. I don’t think it will be able to prevent regulators getting involved, but I guess if it shows itself willing to negotiate to some extent then it may achieve a better compromise.

As I’ve argued all along, while for some critics the objective seems to be something like free access to Apple’s platforms, the truth is that the negotiation will come down to how much money such access should cost. I feel that the moves Apple has taken on this matter show it is willing to work with that last part.

In-app events will be displayed on the App Store starting October 27

Apple’s new guidelines in full

This is what Apple said:

• Added 2.3.13. “In-app events are timely events that happen within your app. To feature your event on the App Store, it must fall within an event type provided in App Store Connect. All event metadata must be accurate and pertain to the event itself, rather than the app more generally. Events must happen at the times and dates you select in App Store Connect, including across multiple storefronts. You may monetize your event so long as you follow the rules set forth in Section 3 on Business. And your event deep link must direct users to the proper destination within your app. Read In-App Eventsfor detailed guidance on acceptable event metadata and event deep links.”

[Also read: Apple’s App Store revenue climbs 16%, says Morgan Stanley]

• Deleted from 3.1.3. “Developers cannot use information obtained within the app to target individual users outside of the app to use purchasing methods other than in-app purchase (such as sending an individual user an email about other purchasing methods after that individual signs up for an account within the app).”
• Added 5.1.1 (x). “Apps may request basic contact information (such as name and email address) so long as the request is optional for the user, features and services are not conditional on providing the information, and it complies with all other provisions of these guidelines, including limitations on collecting information from kids.”

What this means in practise

You’ll still download apps at the App Store, but when you do the developer may ask for permission to use your email address. They cannot demand you give this permission, and the app must work completely even if you choose not to do so. If you do provide such permission, developers will now be able to contact you, possibly offering alternative purchasing methods within the app.

While some developers may remain unhappy, I think Apple will mitigate many of the existing criticisms one App Store tweak at a time.

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