不到一年半，首个iOS第三方应用商店就凉了

三易生活01-18

在欧盟《数字市场法案》的强制要求下，苹果的App Store从2023年开始就在欧盟地区失去了iOS生态唯一合规应用下载渠道的地位。彼时iOS开发者为之欢欣鼓舞，并期待摆脱“苹果税”的束缚。但两年过去，iOS生态的分裂不仅没有发生，《数字市场法案》催生的一系列第三方iOS应用商店反而撑不下去了。日前软件开发商MacPaw发布公告称，将于2026年2月16日关闭旗下iOS第三方应用商店Setapp ...

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Store从2023年开始就在欧盟地区失去了iOS生态唯一合规应用下载渠道的地位。彼时iOS开发者为之欢欣鼓舞，并期待摆脱“苹果税”的束缚。但两年过去，iOS生态的分裂不仅没有发生，《数字市场法案》催生的一系列第三方iOS应用商店反而撑不下去了。日前软件开发商MacPaw发布公告称，将于2026年2月16日关闭旗下iOS第三方应用商店Setapp Mobile，在这一截止日期后，用户通过Setapp Mobile安装的所有iOS应用将从设备中被移除、且无法使用。此前在2024年春季，当苹果宣布为遵守《数字市场法》的规定，将通过iOS 17.4在欧盟实施多项变革，其中就包括第三方应用商店。消息一出MacPaw旋即响应，Setapp Mobile也成为了首个第三方iOS应用商店。MacPaw彼时对于Setapp Mobile信心十足的原因，是Setapp在Mac上已经积累了一大批用户。在Mac端，Setapp是一项颇受欢迎的订阅式服务，用户每月只需支付9.99美元，就可以访问数十款热门应用组成的精选集，涵盖了用户日常生活的各个方面。为用户筛选高质量的应用，就是Setapp得以脱颖而出的关键，正是对旗下团队的自信，促成了MacPaw推出Setapp Mobile与苹果打擂台。那么问题就来了，天时地利人和俱在的情况下，Setapp Mobile为何仅仅存续了不到一年半时间呢？答案其实是苹果棋高一着，用“核心技术费”（Core Technology Fee）掐住了第三方应用商店的咽喉。MacPaw在支持页面中直言不讳地指出，第三方应用商店面临“仍在演变且复杂的商业条款”，是Setapp Mobile关闭的直接原因。按照苹果方面的规定，无论App Store、还是第三方应用商店分发的iOS应用，一款App每年安装量超过100万次后，开发者就需要每年为用户的第一次安装支付0.5欧元。没错，苹果的核心技术使用费与游戏引擎Unity当初搞的按次收费一模一样，抬高了开发者使用第三方应用商店的成本，导致App越畅销反而越赔钱。如果App有内购服务，还需要使用苹果官方支付渠道（IAP），虽然此时苹果确实不会收取30%的抽成，但开发者也需要至少缴纳17%的费用。这一套组合拳下来，知名手游登陆Setapp Mobile反而可能支付比App Store更多的费用，而不知名的App上Setapp Mobile，又很容易被埋没。没了“苹果税”、却多出“核心技术费”，而且还蹭不到App Store的影响力，如此一来，无论哪种体量的App上Setapp Mobile都没什么性价比。事实上，苹果不担心第三方iOS应用商店，却恐惧“外部支付”。日本《移动软件竞争法》对于苹果的杀伤力其实远胜于欧盟的《数字市场法案》，其规定开发者可以向用户提供IAP之外的支付方式，例如通过链接引导至外部网站来完成应用内购买。外部支付的威力，就在于它既让开发者享受了App Store的体系，又避免了“苹果税”。经过十余年的熏陶，当下iPhone用户获取App已经有了固定的流程，那就是打开App Store、搜索App、购买后下载。习惯的力量无疑是巨大的，不同于隔壁Android，iPhone用户并没有从App Store之外渠道获得App的经历。Setapp Mobile最大的挑战就是用户的信任成本，导致它被苹果的“核心技术费”拖垮。反观“外部支付”，就既让开发者享受到了App Store的便利，又跳过了使用App Store要付出的代价，属于典型的“搭便车”，这也是为什么苹果在美国和日本为了取消外部支付而进行积极游说。【本文图片来自网络】","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 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