About this episode
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.About John Gruber: ? Author of the Daring Fireball blog, host of The Talk Show, and co-creator of Markdown.? John is a lifelong Apple fan and is passionate about discussing all things iPhone, App Store, and developer relations.? “I feel like Apple is dwelling on the success and the innovation that completely revolutionized the phone industry […] for too long and that they s
