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“Where’s the App for That?” – Fixing App Store Discovery

When the iPhone debuted in 2007, it was by no means a forgone conclusion that there would ever be an App Store. Steve Jobs reportedly resisted the idea over concerns that it would ‘mess up’ the iPhone,1 yet about one year later, the App Store debuted with around 500 third-party apps.

The App Store grew like wildfire. By January 2009, there were about 15,000 apps. Though modest by today's standards, 15,000 was already enough apps that it felt like there was one to fulfill every possible need you might have. Apple celebrated the success of the App Store the next month by launching a TV ad campaign featuring the catchphrase ‘There’s an app for that.’

Fast-forward to today and the scope of the App Store of 2009 feels quaint by comparison. There are now approximately 1.5 million apps in the App Store – a 100-fold increase in just seven years. But while the App Store has been an undeniable success for Apple by almost any measure, that success has come at a cost. With so many apps in the App Store, discovery has become such a serious problem that today’s version of Apple’s 2009 catchphrase may as well be ‘Where’s the app for that?’

The good news is that change is afoot in the App Store. Last December, Phil Schiller took over responsibility for the App Store. In April, Apple launched a site dedicated to helping developers build their businesses, which includes a way for developers to contact the App Store team directly about promoting their apps. In mid-May, app review times dropped dramatically, from around a week to under two days, instantly changing the launch cycle for developers. Then, just in the last week or two, Apple quietly started hiding Apple TV apps from its Featured pages and top charts that customers have already downloaded, making room to display more new apps.

According to rumors Apple has about 100 people working on changes to the App Store. With WWDC just around the corner, I’ve been spending a lot of time thinking about how Apple could improve App Store discovery and gathering ideas from other developers. I’m optimistic that meaningful progress can be made to make developers’ apps more discoverable, but these are hard problems. There is no silver bullet that will improve discovery overnight – it’s a problem that needs to be attacked on multiple fronts simultaneously.

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I Made You a Mixtape

I've always loved the idea of someone else making a mixtape for me.

When I was in middle school and until the first year of high school, we didn't have the Internet at home. My parents were against buying me a PC; they thought it was a waste of time. Unlike many of my friends, I depended on books and magazines for my school research and hobbies. I was a voracious reader.

That was 2002. I wasn't exactly a music fan back then: I heard music on the radio in my mom's car on the way to school in the morning, and I occasionally slid my dad's cassette tapes in our Siemens Club 793 stereo, but he only listened to Italian music. I wanted the English stuff.

Until one day my friend Luca told me about MP3s and compact discs with hundreds of songs on them. By leaving his computer plugged in all night, he explained elatedly, he could download any music he wanted from the Internet using programs with exotic names I had never heard – WinMX, eMule, iMesh. Then, all those songs could be "burned" onto a CD as MP3s, and I could play them back for as long as I wanted with a CD player.

I was 14, we were chatting after school, and I didn't know what piracy was. And then, the surprise: because he knew I didn't have the Internet (or a computer), he had made a sample CD for me with about 30 songs on it. He gave me the CD, told me to buy a CD player for myself, and he concluded with "Get back to me soon about the songs you like. I put in a bit of everything except Italian music".

Fourteen years ago, I was handed the first mixtape someone ever made for me.

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Tim Cook’s Big Week in India and China: Context and Timeline

It may not have made the front page headlines, but Apple just concluded a significant week-long tour of India and China. Tim Cook has made numerous trips to China in recent years, but this was the first time that Cook visited India on an official trip as CEO of Apple. The trip also comes at a crucial time for the company as it begins to make big strategic moves to attract more Indian consumers, and at a time when Apple’s growth in China last quarter screeched to a halt after a period of huge growth.

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iOS 10: Wishes and Concept Video

iOS 10 concept.

iOS 10 concept.

(Full-res)

I almost can't believe there was a time when the iPad didn't have Split View. Or that, for years, I thought Apple would never bring split-screen multitasking to iOS.

More than any other iOS update before, iOS 9 has fundamentally reinvented the role of the iPad in my computing life. As I've written in my iOS 9 review and look at the iPad one year after my decision to stop using my Mac, iOS 9 and its multitasking improvements have catapulted the iPad away from the old limitations of iOS into a different league.

With iOS 9 and the iPad Pro, the list of tasks I can't perform on my iPad is down to a single item.

I've never been happier with an iOS device and operating system than I am with the iPad Pro and iOS 9. Getting my work done is faster; using apps in Split View is a treat compared to iOS 8; and the software keyboard (despite some problems) continues to impress me with the addition of trackpad mode and the Shortcut Bar. The iPhone 6s, too, has been a pleasant surprise thanks to its superior performance and 3D Touch.1

There's never been a better time to be an iOS user. But that doesn't mean that everything's perfect. When it comes to iOS, happiness is often a fleeting moment – a temporary satisfaction with the current state of things before the inevitable longing for something deeper. Such is the constant pursuit of the future.

Every year, I put together a list of the changes I'd like to see in the next version of iOS. I've been doing this for several years now. This year, I wanted to prepare something bigger. The tenth version of iOS due to be released later this year will be a major milestone for Apple and iOS users. It only felt appropriate to celebrate the occasion with a different take on my annual iOS wish list.

For the past few months, I've been collaborating with Sam Beckett (author of a fantastic Control Center concept we linked to a while back) to visualize my iOS 10 wishes with a professional concept video and static mockups. Sam and I discussed my ideas for a couple of months, and he was able to visualize2 what I would like to have in iOS 10 – both for the iPhone and iPad – with a style and attention to detail I'm extremely happy with.

Below, you'll find a collection of my iOS 10 wishes, organized in tentpole features (the ones also shown in the video) plus additional sub-sections. Some of these wishes have been on my list for years; others are a consequence of the features Apple shipped with iOS 9.

Let's get started.

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  1. I use 3D Touch heavily every day. Peek previews for tweets and links in Tweetbot, Home screen actions, keyboard cursor control, and channel shortcuts in Slack are gestures I intuitively perform daily. ↩︎
  2. He was also very patient. As you can imagine, I sent him a lot of ideas and comments before signing off on the final version. I can't recommend working with Sam enough. ↩︎

Apple’s First 40 Years: Inspiring New Generations to Create

Anniversaries are a good time to look a back and reflect on the past. I'm a relative late-comer to Apple products, but at the same time, Apple has been in my peripheral vision since before the introduction of the very first Mac in 1984. My relationship with Apple is the story that has taken a long time to unfold, but in recent years has made a big dent in my universe.

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How the iPad Pro Made Me Love the iPhone 6s Plus

People talk about how an Apple product such as the iPhone having a halo effect on customers. If you buy an iPhone and like it, the theory goes, you're more inclined to buy another Apple device, like a MacBook. This theory has certainly proven true in my experience – since buying my first iPhone (my first Apple product) in 2007, I've bought numerous other Apple products and subscribed to numerous Apple services in the subsequent years. Put another way, I was entrenched in the Apple ecosystem long before I started covering the company for a living.

Recently, a different kind of halo effect has settled on me. I've been using an iPad Pro for the past several weeks, and absolutely love it. Like Federico, the iPad is my computer of choice because of my deep familiarity with iOS and the ways in which working from a touchscreen device makes computing more easily accessible.1 Coming from my old iPad Air 1, iPad Pro has intensified my affinity for the iPad and iOS in general. It has impressed not merely by its technical or software merits, but by one seemingly obvious thing: its screen.

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Developers: Apple’s App Review Needs Big Improvements

Since the App Store launched in 2008, every app and every app update has gone through a process of App Review. Run by a team within Apple, their objective is to keep the App Store free from apps that are malicious, broken, dangerous, offensive or infringe upon any of Apple’s App Store Review Guidelines. For developers who want to have their app on the iOS, Mac, or tvOS App Store, App Review is an unavoidable necessity that they deal with regularly. But in the public, little is heard about App Review, except for a few occasions in which App Review has made a high-profile or controversial app rejection (such as the iOS 8 widgets saga) or when App Review has mistakenly approved an app that should never have been approved (such as the app requiring players to kill Aboriginal Australians).

Earlier this year we set out to get a better understanding of what developers think about App Review. We wanted to hear about their positive and negative experiences with App Review, and find out how App Review could be improved. It is hard to ignore from the results we got, from a survey of 172 developers,1 that beneath the surface there is a simmering frustration relating to numerous aspects of App Review. There is no question that App Review still mostly works and very few want to get rid of it, but developers are facing a process that can be slow (sometimes excruciatingly so), inconsistent, marred by incompetence, and opaque with poor communication. What fuels the frustration is that after months of hard work developing an app, App Review is the final hurdle that developers must overcome, and yet App Review can often cause big delays or kill an app before it ever even sees the light of day.

Developer frustration at App Review might seem inconsequential, or inside-baseball, but the reality is that it does have wider implications. The app economy has blossomed into a massive industry, with Apple itself boasting that it has paid developers nearly $40 billion since 2008 and is responsible (directly and indirectly) for employing 4 million people in the iOS app economy across the US, Europe and China. As a result, what might have been a small problem with App Review 5 years ago is a much bigger problem today, and will be a much, much bigger problem in another 5 years time.

App Review is not in a critical condition, but there is a very real possibility that today’s problems with App Review are, to some degree, silently stiffling app innovation and harming the quality of apps on the App Store. It would be naïve of Apple to ignore the significant and numerous concerns that developers have about the process.

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Working on the iPad: One Year Later, Still My Favorite Computer

My iPad Pro Home screen.

My iPad Pro Home screen.

Four years ago, I struggled to move from a Mac to an iPad. Today, I only have to open my MacBook once a week. And I wish I didn't have to.

In February 2015, after years of experiments and workarounds, I shared the story of how the iPad Air 2 became my primary computer. The article, while unsurprising for MacStories readers who had been following my iPad coverage since 2012, marked an important milestone in my journey towards being Mac-free.

As I wrote last year:

Three years ago, as I was undergoing cancer treatments, I found myself in the position of being unable to get work done with a Mac on a daily basis because I wasn't always home, at my desk. I was hospitalized for several weeks or had to spend entire days waiting to talk to doctors. I couldn't write or manage MacStories because I couldn't do those tasks on my iPhone and I couldn't take my MacBook with me. I'd often go weeks without posting anything to the website – not even a short link – because I couldn't do it from my bed. I began experimenting with the iPad as a device to work from anywhere and, slowly but steadily, I came up with ways to speed up my workflow and get things done on iOS. I promised myself I'd never let a desk set my work schedule or performance anymore.

Being tied to a desktop computer isn't an option for me. No matter what life has in store for the future, I have to be ready to work from anywhere. I have to consider the possibility that I won't always be okay, working from the comfort of my living room. That means having a computer that can follow me anywhere, with a screen big enough to type on, and a higher degree of portability than a MacBook. That means using an iPad. That means iOS.

The past 12 months have cemented this vision and raised new questions. But, more importantly, the iPad and iOS 9 have been essential to launching a project I've been working on for years.

At this point, I can't imagine using a computer that isn't an iPad anymore.

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