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Mais franquias de consoles e PCs estão chegando ao mobile, diz chefe da App Store

19 October 2026 at 17:34

Em entrevista ao Polygon, o vice-presidente da App Store, Carson Oliver, comentou o Apple Arcade e a relação da Maçã com os desenvolvedores de jogos independentes.

As declarações ocorreram em meio à Indie Games Week, evento que deu destaque a alguns títulos de sucesso disponíveis para os dispositivos da Apple, como Sifu, Vampire Crawlers e No Man’s Sky.

A matéria avalia que a investida da Apple no mercado de videogames ao longo da última década foi consistente o suficiente para conquistar de fato o público gamer. Oliver, vale lembrar, assumiu a liderança da loja de aplicativos do ecossistema da Apple, após Phil Schiller deixar o posto em agosto.

O executivo falou sobre os esforços da empresa no segmento, que, segundo ele, vão além da distribuição, e ressaltou a chegada de títulos AAA ao ecossistema:

O que está acelerando esse movimento hoje é a tecnologia que impulsiona esse ecossistema. Apoiamos os desenvolvedores na App Store com muito mais do que distribuição. Continuamos investindo pesadamente em gaming: de novas tecnologias de hardware que entregam o mais alto desempenho sustentado, como o ray tracing acelerado por hardware do A20 Pro e a câmara de vapor de última geração no iPhone 18 Pro; a ferramentas de desenvolvimento, como o Game Porting Toolkit 4, o Metal e os nossos plugins de código aberto da Unity.

Temos observado o crescimento no número de jogos que chegam à App Store, em geral, com mais títulos premium este ano do que no anterior. […] Enquanto muitos são indies, nós estamos vendo mais franquias de consoles e PC chegando ao mobile, já que é um público em expansão para esses jogos.

O executivo também falou sobre a relação da Apple com os desenvolvedores independentes, além de destacar as diferentes formas de levar os jogos a Macs, iPhones e iPads:

Desde o primeiro dia, a App Store foi pensada para equilibrar as condições de descoberta e distribuição, de modo que um título indie possa se equiparar às maiores franquias do entretenimento. […]

Nós queremos dar aos desenvolvedores um ambiente confiável para alcançar usuários ao redor do mundo, dar-lhes suporte em cada passo e ajudá-los a construir negócios bem-sucedidos. […] Para atingir esses objetivos, nós oferecemos modelos de negócio flexíveis. Isso significa que um fenômeno inovador como Balatro pode prosperar como um jogo premium, e também pode encontrar um espaço no serviço Apple Arcade. O importante é que damos aos desenvolvedores a flexibilidade para fazer a melhor escolha e, a todos os jogos e jogadores, a liberdade de jogar como quiserem.

O Apple Arcade conta com mais de 200 títulos no acervo (livres de propagandas ou compras internas), os quais podem ser acessados por até cinco membros de um Compartilhamento Familiar em iPhones, iPads, Macs, Apple TVs e/ou Apple Vision Pros. O serviço de jogos custa R$14,90 por mês e também faz parte do pacote de assinaturas da empresa, o Apple One.

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MacVoices #26252: Live! – Tim Cook, John Ternus, and Apple’s Changing of the Guard

By: Chuck
9 September 2026 at 15:04
The MacVoices Live!  examines Apple’s transition from Tim Cook to John Ternus, weighing Cook’s legacy, Apple’s dramatic financial growth, Vision Pro, and criticism of his tenure. They consider what Ternus’ engineering background could mean for hardware and software, while discussing Phil Schiller, Eddie Cue, other executive changes, succession planning, and the importance of preserving institutional […]

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Ternus and the App Store

7 September 2026 at 19:17

Mark Gurman (tweet, John Gruber, Mastodon, 9To5Mac):

The Schiller exit is a bit more notable. Unlike Maestri, he still had a real job: The veteran executive ran the App Store and Apple Events. The App Store portion alone is no joke. It generates an estimated $30 billion a year and can be very challenging to manage. Apple’s app marketplace is loved by many consumers, but often criticized by developers and subjected to increasingly onerous regulations. It was a busy, all-encompassing gig and nowhere near a semiretirement.

[…]

But there’s a bit more to the story, I’m told. Ternus and services chief Eddy Cue want to make even more money from the App Store and figure out ways to raise margins and squeeze additional recurring revenue from the platform. Schiller, on the other hand, seems to believe that such moves will only further irk developers and governments. While there was no internal blowup or anything like that, it’s something he wanted no part of.

“Product guy” dreams about margins, forgets that people buy Apple hardware because of the software.

Tim Hardwick:

Apple admitted during its July earnings call that regulatory changes have started to weigh on its Services growth. Apple reported services revenue of $30.7 billion for the June quarter, a record for the period but short of the $31.4 billion that analysts expected.

Patrick Smith:

The hardware guys treating third-party developers like they do their suppliers has stifled Apple’s software platforms

M.G. Siegler:

I thought that perhaps with the move to John Ternus as CEO, it could also be an obvious time to revisit such policies. But I hadn’t considered that Apple could actually be in favor of making them more onerous.

See also: Mario Guzmán and Indie Simulator.

Previously:

App Store Moves From Phil Schiller to Eddy Cue

31 August 2026 at 20:45

Juli Clover:

As Apple Fellow, Schiller continued to oversee the App Store and Apple events, but the role may not have left him with sufficient time for his own endeavors. In 2024, The Wall Street Journal said Schiller was working close to 80 hours a week.

[…]

Schiller is stepping down from overseeing the App Store and Apple product launches just as John Ternus is set to take over as Apple CEO.

[…]

Apple is moving the App Store to Eddy Cue, who oversaw it until 2015. Cue is Apple’s services chief and will reportedly be taking a more influential role under Ternus’ leadership. Carson Oliver, who has long been on the App Store team, will oversee its day-to-day operations.

Mr. Macintosh:

Phil Schiller was right there with Steve Jobs and Tim Cook at the start of Apple’s comeback in 1997-1998.

He is officially stepping back to only his Apple Fellow role.

Phil has a combined 35 years of service to Apple 1987 - 1993 & 1997 - today

Previously:

Apple veteran Phil Schiller steps down from App Store and product events

31 August 2026 at 20:11
Phil Schiller becomes an Apple Fellow after a storied career that began in 1987.
In 2020, Phil Schiller became an Apple Fellow after a long career at Apple that began in 1987.

Apple’s Phil Schiller, one of the company’s most visible executives spanning the Steve Jobs and Tim Cook eras, has stepped down from running the App Store and Apple’s product events, according to Bloomberg News’ Mark Gurman.

The 66-year-old, who left the senior vice president of marketing role in 2020 and became an Apple Fellow, made the change in recent days, people familiar with the matter told Gurman. Schiller will remain at Apple as a Fellow and work on unspecified initiatives. Company employees view the move as a significant step toward an eventual retirement.

Schiller first joined Apple in 1987, left in 1993, and returned in 1997 when Jobs came back. He was a central figure in launches of the iPod, iPhone, iPad, and Apple Watch, and later oversaw App Store policy through years of regulatory pressure, including Europe’s Digital Markets Act. In 2020, Apple said he would keep leading the App Store and events after handing marketing to Greg Joswiak. As recently as 2024, he was still reported to be working nearly 80 hours a week.

Responsibility for the App Store is moving to the services organization led by Eddy Cue, who previously oversaw the store until 2015. Day-to-day operations, including app distribution, third-party marketplaces, and Apple Arcade, will be handled by Carson Oliver. Ann Thai, who has worked on distribution tools and alternative marketplaces, will report to Oliver. Leadership of product events is going to Nola Weinstein, Schiller’s deputy since 2023, who will report to communications vice president Kristin Huguet Quayle.

The shift comes on Tim Cook’s last day as CEO and as John Ternus prepares to take over, with Cook becoming executive chairman. The App Store remains a major services business, widely estimated to generate more than $30 billion a year. Weinstein’s team is preparing for Apple’s September 9th event, expected to include a foldable iPhone and updated Apple Watch models.

MacDailyNews Take: The only constant is change,


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The post Apple veteran Phil Schiller steps down from App Store and product events appeared first on MacDailyNews.

Apple Proposes 15% External Purchase Fee

17 August 2026 at 18:42

Juli Clover (AppleInsider):

Apple has again failed to earn a stay for fee calculations in its ongoing legal fight with Epic Games. Apple's case will be heard by the Supreme Court in the term that begins in October, and Apple asked the U.S. District Court for the Northern District of California to pause proceedings until then, but the court said no [PDF].

Juli Clover:

U.S. Supreme Court Justice Elena Kagan today granted Apple a one-day stay in its legal fight with Epic Games, giving Apple more time to outline the fees it wants to charge developers for linking out to purchase options on the web.

M.G. Siegler:

Apple tried to freeze the entire thing while they appealed to the Supreme Court – and the Supreme Court denied the freeze. But they didn’t deny hearing the case – yet. That’s why they’re pausing the proceedings for now (after Judge Gonzalez Rogers denied the same request), while they weigh Apple’s appeal. But before they do that, they’re basically likely to decide today – again, it was just a 24-hour delay – whether they should grant a longer stay. Presumably if the court thinks they’re unlikely to hear Apple’s appeal, they may not grant that longer stay. Or if they think Apple filing their number won’t harm their business, they’ll let it proceed. But Apple will argue that if the longer stay isn’t granted, it will cause major harm to their business because again, it will effectively end the App Store cut as we know it.

Juli Clover (Engadget, The Verge):

Apple today submitted a court-ordered proposal outlining the commission it believes is reasonable to collect from U.S. apps that link to purchase options outside of the App Store.

Apple is asking for half of its commission on standard apps, so apps that would pay 30 percent for an in-app purchase would pay 15 percent when linking to a web purchase option. Small Business Program participants that would normally pay 15 percent would pay 5 percent.

[…]

The appeals court suggested the commission could be limited to the direct costs of facilitating link-outs, and under that approach, the fee would be zero. Apple says a zero commission would not reflect the value that it provides developers, and its suggested commission gives it fair compensation for the App Store platform.

[…]

The district court will now evaluate Apple’s fee proposal and hear a response from Epic Games , and Apple will need to implement the fee the court sets.

Apple:

Unlike cost-only based commissions, Apple’s revenue-based commissions incentivize continued investment. Apple charges developers a $99 annual fee for the Apple Developer Program. May 17, 2021 Trial Tr. at 2762:21–2763:13. This modest fee—designed to prevent fraud and expressly not intended to compensate Apple for the use of its IP-protected tools, technologies, and services (id.)—allows developers to build apps using Apple’s offerings and deliver experiences to iOS and iPadOS users worldwide.

The annual developer fee is nominal. Apple relies on percentage-based commissions to recoup and profit from its investments. See id. ¶¶ 87–93. Apple is incentivized to invest in IP- protected tools, technologies, and services that generate revenue for developers (and benefit users).

[…]

Dr. Carlton explains that “reduc[ing] Apple’s incentive to invest and provide the technology and services that benefit users and developers” would harm users and developers, as well as Apple.

I like the part where Apple’s expert argues that its normal commission rates are so high that it would still be profitable for developers to pay the proposed linking commissions on top of what they would pay to Stripe or Paddle. In other words, paying Apple for “IP” almost twice what it admits the other companies charge for “full-service, turnkey payment processing.”

Jeff Johnson:

If the point [of the $99] is just to prevent fraud, why do we need to keep paying $99 yearly FOREVER? Is 10 years not enough to prove I’m not a fraud?!?

If the fee doesn’t help pay for Apple IP, then it’s even more blatantly unfair that a minority of apps have to pay for ALL apps to access Apple IP. Free apps, no matter how big or how much $ they make via ads, get access to Apple IP from OUR REVENUE CUT, and not even their $99 counts.

Matt Garber:

That’s what that enormous hardware margin from customers is already supposed to be paying for — Apple IP! In the early 00’s, I gladly paid the “Apple tax” (PowerBook G4) to get access to the Mac OS X software/ecosystem, including all the Unix and dev tools. I’m not sure why anyone thinks that double-dipping is fine on all the non-Mac platforms, App Store or not.

Jeff Johnson (2):

Schiller’s [previous] testimony about the previous program is extremely misleading, because the new program began in 2008 at the same time as the App Store, so there was no previous iOS developer program, and Mac Developer ID did not begin until 2012, so Apple Developer Program membership was not actually required to distribute Mac apps!

Jeff Johnson:

Fourth, it appears that Steve Jobs was wrong: the $99 fee didn’t prevent developers from flooding the App Store with a lot of junk.

I want to quote another remarkable passage from Schiller’s testimony, again with questions from Apple’s own lawyer.

Q. And Mr. Jobs says, “And also just to make it a little clearer, we don’t intend to make money off the App Store. I mean, we don’t make a lot of money off iTunes, and the split with the music companies is about the same, so in the case of the iTunes Music Store, we give all the money to the content owners, and we are basically giving all the money to the developers here. And if that 30 percent of it pays for running the store, well, that will be great, but we just want to create a very efficient channel for these developers to reach every single iPhone user.” Is that a statement that Mr. Jobs made back in March 2008?

A. He did.

[…]

I won’t quote the following passage in which Schiller testifies about his internal email suggesting that Apple limit itself to $1 billion per year in profit from the App Store, hand-waving away the suggestion as merely “spurring conversation.” Of course the email also seems to contradict Schiller’s (absurd) testimony that Apple does not specifically calculate profit from the App Store, only company-wide profit. Apple’s public financial statements also appear to contradict Schiller’s claims.

Previously:

Update (2026-08-20): Marcus Mendes:

On the same day, Apple submitted another motion, asking Judge Gonzalez Rogers to order the parties to attend a settlement conference.

[…]

Epic has now responded to Apple’s motion, stating that although the company “has been, and remains today, willing to entertain any direct approach from Apple with a serious settlement proposal that would introduce competition and benefit all developers,” it “does not believe the prospects of such settlement would be meaningfully advanced through referral to a settlement conference at this juncture.”

Update (2026-09-03): Marcus Mendes:

In addition to the proposal itself, Apple submitted supporting expert reports, alongside a request to seal portions of those filings containing financial data, link-out adoption estimates, developer survey results, and other information Apple considers commercially sensitive.

Epic has now filed an opposition to Apple’s request, arguing “Apple again seeks to conceal information from the public and unnecessarily hamper proceedings.”

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