Apple likes black and white.

White -> iPhone, AirPods, etc.
Black -> anything Pro.

Apple wants the App Store to be white. A happy place where content is pure.

But it isn’t. Apps can be interfaces to toxic communities. Monetization is like a rancid aftertaste.

It’s even worse. The App Store is broken. Have you ever tried to find a crossword app on the App Store? I once tried to do this before a flight because our child was asking about one. It was a horrific experience. (See appendix A, note to Tim Cook I never sent.)

A picture of the app store showing the results for “word search” games.

This is why I, as a user, dislike the App Store. It fails Apple’s own criteria. It doesn’t highlight the best apps in a simple interface. It doesn’t make pricing transparent.

And because it’s the only way to get apps on iOS, Apple has loads of pending regulation regarding it.

Here’s what I would do to get regulators off my back that keeps with your white and black metaphor but throws in a shade of grey.

Reintroducing the App Store.

This becomes Apple’s premium app marketplace. This is where the best apps live. Those that espouse Apple’s ideals.

It’s an invite-only store! Apps are either free, ad supported, a monthly or yearly subscription, or a one time payment. You cannot mix. Apps can have 7 day free trials, but they are advertised and listed based on their payment.

To be listed in the App Store, you need to be invited because you have an awesome app and opt into a 30% surcharge on revenue, or for a new app, you can apply. In return, you will be featured in a more ‘premium’ environment.

e.g. This is where I’d look for a crossword app that’s worth using. This is where you’d try and get a premium app listed that doesn’t have a clear market yet.

Introducing the App Market.

This mirrors the current app store, with a few simplifications. It’s a flat 10% “fee” to developers to list on the App market. They don’t have to use Apple Pay (but can!), etc. They can link out, with appropriate caveats. Apps that don’t meet criteria or don’t want the premium surcharge for the App store can go into the App market.

This is where I’d look for just a generic app, e.g. Hey!, Netflix, Fortnite. It’s like the web, but in App form.

And introducing the Black Diamond Apps.

If you didn’t get it from the name, this isn’t for you. This is the no-holds barred, anything goes App Market. No limits on what you can do. Wanna do something crazy and release it to people? Go for it here. You handle distribution, etc., Apple just keeps a link to your app to track it in case there are complaints, etc. This is like notarization on the Mac.

Oh yeah, it costs $199/device to unlock the Black Diamond App Market. This is a permanent change. (Or $49/year/device?) The point is, it isn’t free to get access to this.

This is where you’d find cool stuff from Steve Troughton-Smith or Riley Testut, or a video game emulator, etc. Or some weird App your friend sent you that inserts “Of course.” after you type any question mark.

So we have

White -> App Store -> Apple Endorsed -> These are good! Grey -> App Market -> Apple Checked -> These aren’t bad Black -> Black Diamond Apps -> The wild west. -> Anything goes

There are lots of details and edge cases that’d need to be considered, but this provides framing to do them. (e.g. suppose you are in the App Store but want to keep more money after you built a user base, can you go back to App Market? How long does Apple keep your 30%?)

Can you use Apple Pay in a Black Diamond App?

One final thing regarding subscriptions. It’s 2025. We need “pay on usage-after-renewal”. I’m happy to pay $10/month for an awesome app. But it’d be nice if, given all the amazing tech we have, that I wouldn’t be charged in months I don’t use it. Seems technically possible.

**Appendix A: A letter to Tim Cook I wrote, but never sent. (circa 2023) **

Dear Tim Cook,

When our family travels, we have

  • Two Macbook Airs
  • Two iPhones
  • Two iPad Pros
  • Two iPads
  • Two sets of AirPods
  • Two Apple Watches

We have no problem paying for the quality that Apple represents.

But the App Store fails to live up to that quality.

As our flight was about to leave today our son asked to get a crossword or wordfind app on his ipad. Something that might be good for kids.

I’m willing to pay $5 or $10 for 1-2 years, but don’t want an ongoing subscription. (Let’s be honest, the kid will probably play it about twice, but who knows!)

Not a single app on the lengthy search results page included any price other than “includes in-app purchases” which takes no fewer than 3 clicks to see the actual price.

Moreover, who the heck knows if these things will work without an internet connection that’ll be missing on the plane.

You want an Apple level idea? Stop charging for subscriptions that aren’t used! You know if we open or use an app.

PS - I tried the Editor Choice-d New York Times app. Most of the words were totally inappropriate for kids.