Death Of iFlow Reader Due To Apple Changes Shows Why Betting On Closed Platforms Is Risky
from the go-open dept
Tom points us to the post from the makers of iFlow Reader, a popular eBook app for iPhones and iPads, about how the company and product are shutting down almost entirely due to Apple's change in policies. Specifically, there are two key policies that seem to conflict with each other, unless the entire point was to drive all third party ebook retailers out of business. As the iFlow Reader guys describe it:The crux of the matter is that Apple is now requiring us, as well as all other ebook sellers, to give them 30% of the selling price of any ebook that we sell from our iOS app. Unfortunately, because of the "agency model" that has been adopted by the largest publishers, our gross margin on ebooks after paying the wholesaler is less than 30%, which means that we would have to take a loss on all ebooks sold. This is not a sustainable business model.For obvious reasons, that's unsustainable. The clearly upset folks who are now shutting down their operation point out how hard they worked to communicate with Apple to make sure they weren't wasting their time building the app and company:
Where did the agency model come from and what is it? The agency model was created by Apple who made it a requirement for any publisher who wished to sell books through Apple’s iBooks app. The agency model has three key points:The key point here is that all sellers now get a 30% commission and Apple now wants a 30% fee, which is all of our gross margin and then some.
- The publisher is now the retailer of record. The company selling the eBook to the end user is an "agent" of the retailer who receives a commission on the sale.
- All sales agents are required to sell books at the same retail price, which is set by the publisher. No one can sell at a different price.
- All sales agents get a 30% commission on the sale of a book. No one gets a different deal. Prior to the agency model, publishers typically offered retailers a 50% discount.
We submitted our new iFlowReader app Apple in November of 2010 and they approved it a few days later. After approval, we made substantial additional investments in licensing fees, integration fees, and server fees so that we could open our ebook store on December 2, 2010. Two months later, Apple changed the rules and put us out of business. They now want 30% of the sale price of any books, which they know full well, is all of our profits and more. What sounds like a reasonable demand when packaged by Apple's extraordinary public relations department is essentially an eviction notice to all ebook sellers on iOS. After over three years of developing products for iOS during which we had over six million downloads of our BeamItDown iFlowReader products, Apple is giving us the boot by making it financially impossible for us to survive. They want all of the eBook business on iOS and since they have the unilateral power to get it, we are out of business and the iFlow Reader is dead.Of course, this really shouldn't be too surprising. When you're making a bet on a closed system and relying entirely on that, it's inevitable that there are going to be issues. It's one of the reasons why we keep hearing more and more developers wanting to move away from developing native iOS apps towards developing more open standard apps, such as in HTML 5. Not only does it make it easier to build cross platform apps, but it also means they're not completely at the whims of a single company that's been known to reverse direction with little notice.
We put our faith in Apple and they screwed us. This happened even though we went to great lengths to clear our plans with Apple because we did not want to make this substantial investment of time and money blindly. Apple's response to our detailed inquiries was to tell us that our plans did not infringe their rules in any way, which was true at the time, but there is one little catch. Apple can change the rules at any time and they did. Sadly they must have known full well that they were going to do this. Apple's iBooks was already in development when we talked to them and they certainly must have known that their future plans would doom us to failure no matter how good our product was. We never really had a chance.
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Filed Under: closed, iflow reader, open, reliance
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Surprised?
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Wait a moment...
Meaning that Apple was price fixing in order to own a marketplace. I suppose I don't know enough about the law, but it looks like they are using their market position to set prices in such a way that no one else can be in the market.
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Re: Wait a moment...
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Re: Re: Wait a moment...
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Re: Re: Re: Wait a moment...
Not a perfect analogy, but what I believe is happening here is that the stores and the distributor determined a set cost for the product and a profit margin, then the owner of the mall, who also had their own store in the mall and the same deal with the distributor, decided to end-run their competitors by setting the rent for the mall to be the same price they knew the stores were getting as a profit margin from the distributor.
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Re: Re: Wait a moment...
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It's a clumsy parasite that kills its host.
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Re: It's a clumsy parasite that kills its host.
Steve Jobs.
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Re: It's a clumsy parasite that kills its host.
As usual this is not about just profits but control.
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Re: It's a clumsy parasite that kills its host.
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Classic CrApple move...
That said, just because it is legal for Apple to practice business this way does not mean it's ethical. I guess since CrApple caters to hippies with situational ethics, they wont loose much in market share because of this.
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Re: Classic CrApple move...
Plus, the fact Apple will not issue terms of service, which are binding on both parties, and instead issues "guidelines" while reserving the right to do what ever it wants is so mind-numbingly inequitable as to defy reason.
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Problem wasn't the platform
The problem was the business model: trying to be a distributor, a middle-man, with no control over any point in the supply chain. They didn't create content, or own a (shudder) DRM scheme, or control the hardware. So when each of the points along their supply chain demanded its cut, they had nothing left over for themselves.
What am I missing here?
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Re: Problem wasn't the platform
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Time for court order of seperation
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Re: Time for court order of seperation
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So?
Why is this a surprise?
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What HTML5 have to do here?
HTML(4,5,whatever) is not a substitute for native applications. In no shape or form or kind. All those "apps" are really just a page opened in Safari. Close the browser and all this "apps" are gone.
There's a term in software world for this kind of behavior, it is "leaky abstraction". Which means "abstraction which implementation details leak out".
Those iFlowReader guys choose bad business model (isn't it Mike's favorite subject). What does it have to do with openess of the device, whatever this mean?
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Re: What HTML5 have to do here?
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Re: Re: What HTML5 have to do here?
You probably wanted to say "they should be just selling (e)books over Internet". They still can, don't see a problem here. You (or they) can create such "web app" in few hours instead of whining. But hey, blaming Apple is easier than run business, I guess.
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Re: What HTML5 have to do here?
In many, many, many cases it is. In fact, a large % of "native" apps are really HTML 5/javascript/CSS compiled into native code.
All those "apps" are really just a page opened in Safari. Close the browser and all this "apps" are gone.
You should check out the state of HTML 5 apps these days. It's not what you appear to think it is.
Those iFlowReader guys choose bad business model (isn't it Mike's favorite subject). What does it have to do with openess of the device, whatever this mean?
If they weren't locked into Apple's walled garden, Apple's decision wouldn't have impacted them.
I stand by the post.
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Re: Re: What HTML5 have to do here?
HTML _compiled_ into native code?! Yea, now I see where rest of the bullshit you wrote come from. Here's an idea: search what "compiler" is. What "native code" is. Check out why you can't compile CSS. If not sure, check what CSS is.
>> You should check out the state of HTML 5 apps these days. It's not what you appear to think it is.
No, it's _YOU_ should check out state of HTML5. See, I actually do programming for a living, not article writing.
>> If they weren't locked into Apple's walled garden, Apple's decision wouldn't have impacted them.
They still can have web-page-loaded-to-safari-called-web-app, don't they?
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Re: Check out why you can't compile CSS.
HTML5 is far, far, more than just CSS.
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Re: Re: Re: What HTML5 have to do here?
I know being self rightous on the internet is mainstream nowaday but dude; Try to be informative and / or link to a website highlighting your point... Or get back to work...
Well being a dev, i cant stick behind Mike explanation either, but nonetheless i get the overall point he was trying to make. IMHO You, Right now, are sounding like those people who bash around people trying to learn something on tech forum. Seriously.
You ain't a troll yet but you should consider signing for the MAFIAA they LOVE to recruit people who get emotional on blog post.
Not that it actually work mind you.
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Re: Re: Re: What HTML5 have to do here?
http://www.nimblekit.com/index.php
http://www.phonegap.com/
If you Google, there is a lot of info out there:
http://www.google.com/search?q=Can+I+build+native+iOS+Apps+with+HTML&ie=utf-8&oe=utf -8&aq=t&rls=org.mozilla:en-US:official&client=firefox-a
It sounds like these work because someone wrote a a "convertor" of HTML/JavaScript to iOS byte code--similar to what Adobe did for Flash/AIR w/ their iOS Exporter.
That said, I agree the business model sucked. The company may not be shutting down if they also had a web version of their software, and a Mac version, and a Windows version, and an Android version, and a Windows Phone 7 version, etc...
I'm a bit surprised the decision was to shut down instead of convert their work to a different platform.
Of course, I'm constantly surprised these days how many people tie their business to a single source. I never consider it a good business model.
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Re: Re: Re: Re: What HTML5 have to do here?
I argued that "web-app" Mike was talking about is actually HTML page loaded in Safari. Yes, I know you can create compiler from one language to another. In your example from JavaScript to ARM assembly. So what? Result is still native app, which you could write in Obj-C for same price.
And mind you, it's not a "convertor" as you call it, it is compiler in full meaning of the word.
This kind of app will still need Apple's approval, _because_ of this "native-ness".
I sick of this "web apps is a future" mantra being pushed around by people understanding nothing in computers.
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Re: Re: Re: Re: What HTML5 have to do here?
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Re: Re: Re: What HTML5 have to do here?
Here's an idea. Check what "compiled resource" is.
And you call yourself a developer?
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Re: Re: Re: What HTML5 have to do here?
You may also want to check out various app generators, a colleague of mine uses one without any coding skill, useful if you can knock up a good design.
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But Apple did not
Apple offer the agency model to the publisher and they liked it, and the publisher are forcing the model to others. With no inventory and shell positioning problems what interest has the publisher to use a reseller and get a 50% of the price that is controlled by the reseller instead of getting a 70% of a price that they get to decide.
The problem would be when the e-book became dominant and the authors began to cut the publisher ;P then is when you would began to hear cries to the sky.
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While sad for iFlow, this is good overall
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Re:
Apple want its 30% if it let someone to not pay why should anyone else pay.
If you find a way to sell things through the App Store without paying count that Apple would close the loophole some time in the future.
Apple is the shop-mall owner that rent space for a 30% of the shops income
If you find a space where there is not charge be sure they will in the future or everybody will move there.
The iFlow problem is its providers (the publishers) can shell through Apple directly for that same 30% and are not interested in selling to iflow cheaper.
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Anti-Trust Issues
What is to stop developers from offering their Apps outside of iTunes? While it may take longer to get off the ground there are many apps out there that do just that using Cydia. Once you have a following (such as the company mentioned) I see no reason why you could not just push the books directly without iTunes.
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The "agency model" may be good for consumers
iFlow is a crappy product so it's hard to feel too much sympathy. But iOS is perfectly open for developers who want to sell DRM-free ebooks. iTunes and iBooks support DRM-free books from any third-party source just fine, and the best ebook reader on any platform (save for its lack of cross-client syncing) is Stanza, which also can read DRM-free ebooks from any source.
If you rely on DRM, you're at the mercy of any number of intermediaries. To the extent that large publishers demand it, I'd just leave that market to Amazon, Apple, and Google and focus on more specialized content.
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Isn't this illegal? We went through this with CD price fixing a decade ago (when CDs were important):
http://www.ftc.gov/opa/2000/05/cdpres.shtm
Even today though, there are certain brands you simply cannot find discounted, or only at specific levels for specific time periods, as controlled by the manufacturer. Examples include Bose and Calvin Klein and all the fine cosmetics brands.
For example, ALL retailers put Calvin Klein underwear on sale for 25% off at the same time every year. They never discount it otherwise.
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This is why ...
Apple makes the finest of computer hardware and software. But their business model for mobile puts me off. I do have an iPod Shuffle ($50) and a Mac Pro for software editing. Those platforms are still open enough. However if the app store paradigm takes over OS-X then its back to Windows for me. (Windows 7 64 bit is pretty decent.)
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LOL ... total loser move
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Re: LOL ... total loser move
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Re: Re: LOL ... total loser move
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Reality check
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Re: Reality check
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I flow
I miss you.
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Welcome to the future
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