It's a special program called the Video Partner Program. Currently there are over 130 partners.
Hi. I know of that program. It suddenly appeared relevant in 2019/20 or so without much news … 11 years after the App Store was released or so.
The way I see it one of the app developer concerns, especially innovative “indie“ devs when adhering to the App Store ways was precisely the stratification of its business model and busInes relationships with these so called “special programs”. This was happening on other kind of stores in particular “digital games store” … there were publishers and publishers, game developers and gamer developers … it was and is a stratified business model. Indies felt that was not fair, as it gives better condition to already powerful players.
So when Apple said back in 2009 or so that all devs / digital businesses would be treated equally it was refreshing.
Apple answer to these concerns was in assuring devs that big small would all be given the same “privileges” … meaning there would not be any special / program treatment … all would get access to the same features of the platform and provided the same service! This was reiterated in congress by Tim later in 2020 as if nothing had changed since then. Yet …
There are millions of developers around the globe, how many in that special program … 130 / 200?
Suddenly Apple had a change of heart. Some people would say that nothing has changed, every business can apply to the programs. Of course it can, who would force anyone not to apply to a VIP area in a disco / pub club? Would that even be possible to enforce? Because you can apply, it does not mean you get in or that is even read beyond 3 minutes. Even if rules are … “by invitation only” you can always apply to get an invite. It‘s irrelevant to the matter.
See the VIP areas in disco clubes in two ways. Either all customers are treated equally because you know, anyone can apply to access the special compartments, you just need to meet the conditions. Or that customers are treated according to certain condition that need to be met, aka special programs … meaning not all customers are provided the same service … it depends. I think the second is the one close to the truth … the first one is gaslighting.
I have no problem with Apple establishing special programs of any kind. This is business as usual and may make sense depending on some business strategies. I do take issue when Apple argues to the world that App Store is not stratified in any way … but in practice some business follow different rules depending on their application. If anyone can apply to those conditions is irrelevant considering that non application cannot be enforced … anyone can always try and apply to get into a VIP area … but in a stadium you have the crowd … special seats and the VIP area. So not all viewers are hosted the same way, treated the same.
The reason why I take issue with how Apple communicates this to the world and in congress is because … is misleading. In effect its a stratified business model like any other. Meaning different businesses play in the App Store by different rules depending on a number of conditions. One my call it programs, VIP areas, special compartments or whatever … it does not make it less stratified.
Apple was just like any other company set out to change the world. SJ created that mystic ... a visionary. It starts with that aim, they might even achieve something to that end. But it ends with the world changing them even more … especially when you have an old men leading the company as we have now.
Walled gardens, stratified policies, demanding payment for value delivered by others, taking out stuff while getting payed for it even more … it’s as old as the history of old men. Nothing new in policy making here, just an old book.
Old man focus on creating walls and its benefits … young man focus on creating bridges, breaking walls and its benefits.
Haven’t seen no bridge, no wall being broken from Apple in the last 10 years. By the contrary, higher and higher walls along with some strategic improvements. I guess it goes with the times.
Cheers.