On the podcast I talk with John about the fascinating 40-year history of Apple’s developer relations, how almost going bankrupt in the 1990s shaped today’s control-focused approach, and why we might need an ‘App Store 3.0’ reset.

Top Takeaways:

🕹️ The 1980s: Apple’s developer DNA was born
Apple’s earliest wins came from nurturing third-party developers, even spinning off its own apps to avoid competing with outsiders.

💸 Microsoft saved Apple (literally)
Apple’s near-bankruptcy in the ’90s made them both humble and wary—forever shaping how they deal with developers and competition.

🍎 From “please build for us” to “we choose you”
WWDC 2008 saw Apple begging for apps and evangelist emails on slides; today, it’s the other way around.

🖥️ The “Delicious Era” fueled iPhone success
Mac indie devs (Panic, Delicious Monster, Bare Bones) built a design-obsessed, passionate community—setting the stage for the iPhone App Store boom.

🚪 App Store 1.0: A new world for indies
For the first time, solo developers could launch businesses from home. No server costs, no payments hassle—just build, submit, and sell.

🏦 Apple’s rules got stricter as the App Store grew
As the App Store became a services giant, the partnership vibe faded. Developers went from partners to “users” of Apple’s marketplace.

📉 App Store math now feels upside down
Today, indie devs can pay Apple millions, while giants like Meta pay almost nothing. The fee logic and incentives don’t fit 2025.

⏳ The platform needs an “App Store 3.0” reset
John and David call for a new era: lower fees, clearer rules, and Apple acting as a true platform partner—not just a toll booth.

🔄 Developer enthusiasm is Apple’s long-term moat
Apple risks becoming a “legacy only” giant if it loses developer goodwill. The most important apps are still built by outsiders.

👥 A generational handoff is coming
With Apple’s senior leadership nearing retirement, now is the time to set new priorities: empower developers, invest in the ecosystem, and ensure Apple’s platforms stay vibrant for decades to come.

Resources:

Follow us on X:

David Barnard - @drbarnard
Jacob Eiting - @jeiting
RevenueCat - @RevenueCat
SubClub - @SubClubHQ

The Past, Present, and Future of Building on Apple — John Gruber, Daring Fireball

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