The Real Apple-Developer Goal

Maybe this is Steve Jobs master plan. It seems like the company from Cupertino rarely does anything that isn’t thought out to the nth degree. So why would the App Store be an exception?

The pain is real. Developers are annoyed at Apple, annoyed at the review process, annoyed at the App Store’s winner-take-all approach. The average developer has only made about $8500, after all, barely even worth the time and effort.

At the introduction of the iPhone three years ago, I vaguely remember Steve Jobs saying over my dead body when it came to native apps, saying web apps can be just as good. Eight months later and Apple introduced a development kit.

So maybe this is part of the plan. We’ll allow native apps, Apple decided, and that will allow the developers to write apps. After all, native is really good for certain applications. But when it started getting out of control, we’d just let things stay that way. The reality is developers will go to the money and as long as Apple is killing it in volume, the developers will keep writing.

Apple still talks web development, keeps improving web apps, keeps advancing the capabilities, speed and power of mobile Safari. And now the conversation has started, a swing away from native and a conversation about web.

So Apple will bide it’s time, improving its platform, knowing that more developers will find web development preferential. After all, not all applications are better for being native. The problem of reviews will resolve itself.

And maybe that was the plan all along.