Late last week, Pinch Media published a report showing that iPhone users, on average, don't use iPhone applications for a significant period of time after the initial download.
Imagine this: You go to a restaurant for the first time, and the meal is underwhelming. Do you keep on going back hoping that the next visit will yield a more tasty meal? Of course not. But unfortunately for Apple, data recently released by Pinch Media indicates that downloaded apps from the iTunes app store are leaving iPhone users with a bad taste in their mouths. Late last week, Pinch Media published a report showing that iPhone users, on average, don’t use iPhone applications for a significant period of time after the initial download. So while the popularity of the iTunes app store continues to grow at an impressive rate, it seems that users are viewing the actual downloaded applications in a less than impressive light. For some time, developers were irked by the fact that the app store was becoming a 99 cent sale bin. As such, complaints abounded that some of the more quality apps were being overlooked in favor of cheap 99 cent applications. Now if users were extremely happy with their downloads, then this wouldn’t be a problem at all. But the fact that downloaded apps aren’t being used much afterwards turns it into a problem that Apple needs to be keenly aware of, especially in light of Apple’s repeated statements that they view the iPhone as a software platform. There are approximately 20,000 apps available for download in the iTunes store. Needless to say, the competition is fierce, the potential for profitability high, and as such, price undercutting is becoming common place as developers are seeking any advantage to eek their way onto Apple’s top 100 lists. If quality applications that sell for $5.99 and above aren’t economically viable, then eventually developers won’t devote the required resources into quality software development. Now of course, Apple can’t force users to download more expensive applications, but what it can do is allow them to demo applications so that they can be more sure of their purchases. If the majority of iPhone users aren’t using downloaded applications shortly after download, they’re evidently not too keen on their downloaded software. This basically causes a ripple effect. The less happy users are with their apps, the less likely they’ll be to purchase new apps, let alone relatively expensive apps. In the end, iPhone users will most likely never get to interact with some of the more creative and intuitive apps out there today. That can’t be a scenario Apple wants, and it’s definitely not something developers want. A solution to this problem would be for Apple to allow product demos of applications. This would give users a better idea of what they’d be spending their money on, and if you think about it, almost every product in America today is “try before you buy.” I mean, the whole notion of the Apple Stores themselves is that users can go in and experience Apple’s products free of charge before making any purchasing decisions. Why isn’t a similar approach used in the iTunes app store? On the flip side, and to play devils advocate, the app store is still relatively new, and it could well be possible that Apple is still learning the ropes, and is still figuring out the best way to go ahead and manage and run the store. Steve Jobs himself noted that he’s never seen anything like the explosive growth of the app store, and it’s definitely possible that Apple simply wasn’t prepared for the sudden success of the store, and that it therefore never even contemplated features such as product demos. The bottom line is that if Apple wants the app store to be filled with gimmicky, yet admittedly fun, applications that sell for cheap, it doesn’t need to change anything. But, if Apple wants the app store to also house some of the most engaging and fun mobile software around, it needs to address the fact that users simply won’t spend upwards of $9.99 on an application that might end up providing a horrible user experience. So is the app store broken? Not really. But that’s not to say that it doesn’t need some mending. To Apple’s credit, their handling of the app store, on average, suggests that they’re acutely aware of the challenges they face, and the complaints from users. The app store is a free market, and if users only want to download 99 cent applications, then that’s their prerogative. But Apple has nothing to lose by creating a system in which users would be more inclined to download more expensive apps. This will help developers, and will in turn help consumers as they’ll undoubtedly have access to an increasing number of high quality iPhone apps.Like this post? Check out these others from iOnApple
The worst Apple products of all-time Apple website circa 1983 10 things you don’t know about Apple Sprint CEO calls the iPhone the Michael Jordan of smartphones A visual history of every iPod ever made Palm files complaint with USB board over iTunes connectivity, and risks alienating Pre users in the process Thieves rob Apple Store, grab over $30,000 worth of products in just 31 seconds Rumored Apple tablet to sport a 9.6 inch screen, will cost between $800 and $1000, and might run on AT&T’s network
