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Since 2008, Apple has maintained tight control over the iPhone's app ecosystem. But about one and a half decades later, the iPhone maker is forced to bring down the walls of its "walled garden" as the European Union's Digital Markets Act goes into effect this March.
Phil Schiller Suggested Reducing the App Store Fees to 20-25% in 2011
Posted by Rajesh Pandey on May 04, 2021 in App Store, News
Phill Schiller, head of the App Store at Apple, considered reducing the App Store fees back in 2011 when the store generated over $1 billion in profit for the first time.
In an email in July 2011, Phil Schiller asked Eddy Cue, SVP of internet software and services, if the “70/30 split will last forever?” While he was a “staunch supporter” of the fee, the executive was unsure if it would remain “unchanged forever.”
Schiller suggested that if Apple eventually had to make changes to the App Store fees, it should be from a position of strength. He suggested the company could reduce the App Store fees to 20-25%, provided it would still generate $1 billion in profit annually.