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美国时间6月8日消息，苹果公司全球市场营销高级副总裁菲尔·席勒在去年年底接手管理App Store事宜，在他上任之后我们看到App Store和Mac App Store逐渐有了一些小的变化。原本我们预期在下周的WWDC大会上，苹果可能对App Store平台更新，但是没有想到，本周早些时候席勒还是提前与我们分享了今年App Store将迎来的重大更新。
席勒表示今年他的团队将主要从三个方面对 App Store 加以完善：
-应用审核：审核时间缩短到一天之内
-商业模式：订阅模式下分成比例：第一年30%:70%；第二年15%:85%
-应用发现/搜索广告：竞价排名且每个搜索只有一个广告，蓝色背景做提示、13岁以下用户不可见
那么苹果具体会如何从这三个方面对“年久失修”的 App Store 平台加以完善呢？
应用审核要快要严格
如果你和开发者谈话的话，你就会发现他们反映了各种各样关于 App Store 的问题，其中有些问题是个例，而有些问题则影响到所有开发者。席勒的团队目前集中解决的问题之一就是应用审核。
应用审核可以确保开发者提交的应用能够正常运作，其中包含的代码不会对消费者产生不良影响。这是一个质控的过程，确保用户可以放心安装和使用应用。对于整个 App Store 来说，这是非常关键的一步。
一般情况下，开发者在提交应用时，苹果的应用审核小组会对其进行审核。在这个审核过程中，他们主要确认应用是否违反了苹果公司在这方面的规定。这个过程通常需要 5 天的时间来完成，不过最近有不少开发者反映，苹果已经将应用审核时间缩短到一天之内。（GameRes注：在我们官方APP“游戏行”的审核过程中，我们发现苹果已经提升了审核速度，但是否为个例还需要时间验证）
其实也不是非要经过这一步不可，但是席勒的团队还是非常重视这个过程，不惜耗时耗力去审核应用。
“我们不会跳过（应用审核）这一步的，因为它确实非常重要。”
他表示苹果公司平均每周能完成 100,000 次应用审核，而且他们还开发了全新的审核程序，以加速整个审核过程，同时保证苹果和用户预期的审核质量。
让开发者多赚点钱
除了应用审核，苹果也完善了订阅模式，决定将App Store对所有产品类型开放。到目前为止，App Store中基于订阅的商业模式仅支持新的应用和其他在App Store上架的内容。
对于那些有多款应用的公司来说，这是一个重要的举措——这些公司无需要求用户单独订阅该公司旗下的每一款应用，而是通过订阅包的方式让用户获得他们提供的所有内容。
PlayKids 联合创始人兼全球扩张负责人 Eduardo Henrique 表示：“对于我们的用户来说，订阅多款应用的做法让他们觉得很混乱。通过订阅包的方式，我们可以更好地告诉用户，我们给他们提供了哪些内容。”
当新的订阅平台上线时，Henrique 表示：“这是我们的头等大事。”
当然这个新的订阅模式并不只是支持所有产品类型这么简单。
目前App Store订阅收益按 70-30 分，与App Store应用购买是一样的分成方式。不过在新的订阅模式下，个人订阅从第二年起开发者将能够从收益分成中得到更多利益，因为到第二年收益分成是按85-15的比例来分的，也就是说苹果向开发者支付更多的利润，以激励开发者提供更好的内容。该新的模式将适用于所有现有应用和订阅用户，而不仅仅是新的应用。
苹果给开发者提供了200多个订阅价格点选择，当然开发者也可以自己确定新的价格点，让订阅空间更大。如果开发者选择增加订阅价格，用户会收到通知，而且用户需要对增加的价格授权。席勒表示在用户授权之前，收费不会因为订阅价格的增加而增加。
用户或许可以选择升级、降级订阅或者或者是不改变订阅。开发者也可以不改变现有订阅价格的同时，对新的订阅用户推出新的订阅价格。看起来苹果是经过深思熟虑之后才为新的订阅模式推出这些选项的。
根据苹果公司的数据，今年年初在两周的时间内，全球用户用于购买应用和应用内购项目的总金额超过 11 亿美元(约合 72 亿人民币)，连续两周创下流量与购买纪录。2016 年元旦当天总收入创下App Store历史最高纪录，达到 1.44 亿美元。这个数字也打破了 2015 年圣诞当天的单日收入纪录。
iOS已成为iPhone阻挡安卓手机护城河，而其核心武器正是苹果的App Store应用商店。它既能让用户有丰富的应用选择，也能让开发者挣到钱，后者正是碎片化的安卓阵营所欠缺的。
截至2015年苹果共向全球开发者支付了100亿美元，苹果的应用生态圈不仅给他们创造了一定的收入，也让更多开发者收益。而这次苹果推出新的分成方式，或许能够吸引更多开发者加入 iOS 应用开发社区。
补充：新的App Store订阅规则将允许应用免费试用
What’s New in Subscriptions
Apps in all App Store categories will soon be eligible to offer auto-renewable subscriptions. Developers will also receive more revenue for qualifying subscriptions after one year, have greater pricing flexibility, and more. Learn about the new enhancements and find out if auto-renewable subscriptions are the right business model for your app.
All App Categories Eligible
Starting this fall, apps in all categories on the App Store will be eligible to offer in-app purchases for auto-renewable subscriptions to services or content. Users enjoy the reliability that comes with subscribing to a service that they love, and the experience must provide ongoing value worth the recurring payment for an auto-renewable subscription to make sense. Although all categories of apps will be eligible, this business model is not appropriate for every app.
Like many freemium apps, successful auto-renewable subscription apps operate as services that are continuously supported, and often require sustained content development or feature enhancements to retain users. Whether updating content on a regular basis, providing on-demand use of a service, or giving access to a large collection of content, successful auto-renewable subscription apps are equipped to offer continued utility and enjoyment to their subscribers.
85% Revenue After One Year
Effective June 13, 2016, the revenue structure for auto-renewable subscriptions will change. Within a subscriber’s first year of an auto-renewable subscription, you receive the traditional 70% of the subscription price at each billing cycle, minus applicable taxes. After a subscriber accumulates one year of paid service, your revenue increases to 85% of the subscription price, minus applicable taxes. All current subscriptions are eligible.
If a user cancels their subscription, there is a 60-day grace period during which if they resubscribe, they will continue to accumulate days of paid service from the point where they lapsed. If they resubscribe after the 60-day grace period ends, their days of paid service starts over, and you receive 70% of the subscription price until one year of accumulated service passes. Service level changes within a subscription group do not interrupt days of paid service.
As part of your overall subscription marketing plan, consider ways to win back lapsed subscribers with targeted messaging, such as email or in-app messaging, to communicate the value of your subscriptions and encourage users to resubscribe.
Territory Pricing and Expanded Subscription Price Tiers
Starting this fall, apps with auto-renewable subscriptions will be able to offer territory-specific prices and will have access to 200 price points across all currencies. You will be able to set the prices you think are suitable for subscribers in different markets, and you will have the flexibility to price your subscriptions at parity if they’re available elsewhere. A new iTunes Connect pricing tool will help you manage pricing based on current exchange rates. If there is a tax increase or currency adjustment in a particular region, the price of subscriptions will generally not be affected unless you decide to pass the adjustment on to your users.
Any time you increase pricing for existing subscribers, they will have the opportunity to agree to the increase, which may result in lost subscribers if they do not accept the change. Before you make any pricing decisions, research your target market’s pricing expectations and weigh the potential impact of raising the price against retaining existing subscribers.
If you want to change the price of a subscription in a specific market, it’s important to understand which markets are tax inclusive before you take action. For example, if you decide to lower the subscription price for users in Germany, the revenue you’ll receive will be the purchase price minus the European Union’s value added tax (VAT) and minus Apple’s commission. If you use the default pricing in the iTunes Connect pricing tool, tax rates are already blended in for you. For more information, review Schedule 2 of the Apple Developer Program License Agreement, which describes territories that have different tax treatments.
Keep Subscribers at Their Existing Price
Starting this fall, apps using the auto-renewable subscription model will be able to keep active subscribers at their existing price while increasing the price for new users. You can have an unlimited number of price cohorts preserved at their existing price.
When users upgrade, downgrade, or crossgrade within a subscription group, they will pay the current price of the new subscription and will not keep their existing price. See Subscription Level Changes below for more details on upgrades, downgrades, and crossgrades.
If you have multiple price cohorts and want to move all subscribers to the current price, increase the price starting with the cohort that is currently at the highest price, then the next highest, and so on. This method ensures that users are not prompted with multiple notices to accept higher prices.
Subscription Level Changes
Within each subscription group, you can offer different levels of service (for example, basic, premium, and pro memberships) as well as durations (such as weekly, monthly, or annually).
Starting this fall, users will be able to move easily between service levels, and choose to upgrade, downgrade, or crossgrade (that is, move to another identically ranked auto-renewable subscription in the same subscription group) as often as they like.
If you offer different service level options within your app, clearly communicate in your marketing how each level differs, and highlight the added value of each offering to help subscribers understand why they might want to convert to a higher level of service. This extends to how you name the in-app purchase in your metadata, as users will see this name in their Manage Subscriptions settings. Create user friendly, self-explanatory names that differentiate and communicate the value of each in-app purchase.
Communicating Price Increases
Starting this fall, whenever you increase the price of a subscription for existing subscribers, Apple will inform all affected subscribers and ask them whether they agree to the new price. If they do not agree or take no action, their subscription will expire at the end of their current billing cycle. To ensure that your subscribers enjoy uninterrupted service, consider channels such as in-app messaging and your mailing list to communicate reasons to consent to the increase and to encourage subscribers to take action so that their subscription continues.
引入竞价排名
应用发现是这么多年来开发者和用户吐槽最多的地方。应用发现就是一个吃力不讨好的差事，但苹果对于应用发现还是有一些想法。GameRes注：来自苹果官方的数据，65%的下载来自于AppStore发现搜索。
席勒说：“我们希望给用户一个每天都到 App Store 中来逛逛的理由。”
App Store中的“精品推荐”版块将会过滤那些已经安装在用户设备上的应用，这样用户看到就都是新的、自己还未安装的应用。另外苹果重新添加了“类别”标签，以便用户通过应用类别浏览和搜索应用。
很多用户都是通过个人推荐的方式来获取应用的，对此苹果想到了：Home 屏幕上应用图标的3D Touch选项中添加共享这一项，这样用户就可以和亲朋好友、或者是在社交平台上共享这款应用。当然开发者还可以在应用中添加这个功能功能，不过苹果希望通过这个新的方式让用户可以更直接将他们喜欢的应用推荐给其他人。
App Store该版块中变化最大的莫过于将支持开发者的搜索广告。席勒表示此前曾有开发者表示，只要苹果推荐他们的应用，他们就可以给苹果付钱，但是苹果拒绝了开发者提出的这些建议。
“我们的应用商店不是为了卖应用而卖应用——这并非我们的处事方式。”席勒说，“如果可以做到我们当然会做，但是首先我们必须尊重用户，公平对待开发者，特别是小的开发者。”
席勒介绍在搜索结果页面上将有且只有一个广告，苹果还会明确标出它是广告。而且广告的内容将和应用在 App Store上的内容一模一样。也就是说，没有垃圾广告。苹果将仅接受App Store中开发者的广告——商店中不会出现第三方产品广告。
席勒表示开发者需要通过一个拍卖系统来竞得广告席位。没有最低起拍价限制，也没有独家之说，所以小型开发者也可以参与到其中。今年夏天这个广告系统就会在试行上线，苹果会严加管理，确保这个系统的公平性。
隐私方面苹果坚持他们一贯的原则，不追踪用户，不与开发者分享点击广告的用户的数据。开发者还是会收到相关报告，但其中不包含任何用户数据。苹果也不会向13岁及13岁以下用户推送广告，前提是苹果要能够从设备确定用户的年龄。
开发者可以注册参与搜索广告的这次测试，测试期间苹果将不会收取任何费用。测试之后，苹果会选择美国作为该服务的第一个正式上线市场。
其实今年早些时候就有消息称，苹果将在App Store中引入竞价排名机制，当时这条消息引起了轩然大波，很多人都担心小型开发者在这场竞争中会失去优势，但是从目前苹果公开的信息来看，他们也确实考虑到这个问题，不知道届时苹果的这个办法是否能够有效消除我们的担忧。
Effective, efficient, and private.
Search Ads gives every developer the opportunity to promote their app at the top of relevant search results and lets customers download with a single tap. And because Search Ads adheres to Apple’s privacy standards, user information remains private.
Discoverability by design.
Over 65% of downloads come directly from searches on the App Store.
Various targeting features will enable deeper discovery of apps, including lesser known or niche apps. By default a user won’t see ads for apps they already have downloaded, and demographic and device location based targeting will give you a new way to target those specific user groups that matter to you.
An ad will only be shown if it is relevant to the search query. If an ad is not relevant to what the user is looking for, it will not be shown in the ad spot regardless of how much you are willing to pay.
Most efficient use of an advertising budget.
You pay only when a user taps on your ad, and our auction system ensures you will always pay a fair market price.
-Invest as much or as little as your budget allows.
-Start or stop ads at any time.
-No minimum spend.
-No long term commitment.
The easiest way to promote your app.
You don’t need to be a marketing expert. Tell us which app you want to promote and we’ll automatically create your ad and match it to relevant user searches in the U.S. App Store.
If you want more control, Search Ads offers specific keyword selection, audience targeting, and APIs for campaign creation, management, and reporting.
A private and safe user experience.
Search Ads adheres to Apple’s privacy standards by respecting user privacy and ensuring only relevant and appropriate ads are shown.
User Safe Content. Only the same content approved to be in the App Store can be promoted in Search Ads.
Relevant Ads. At most, one ad per query is shown to users, and any ads presented are based on relevance to the search query. We take a user’s response to specific ads into consideration for future ad selection.
Ad transparency. Search Ads will have an “Ad” mark and light blue background so users can identify them as a paid placements.
No user tracking. Search Ads does not profile users based on their search queries, and no data from other Apple Apps - including Health, Apple Pay and HomeKit - is used to deliver ads.
No data sharing. No individual user data is exposed to advertisers, only aggregate campaign delivery information is made available.
Minors protected. No ads will be shown to users whose Apple ID is registered to a minor age 13 or under, or whose account is registered as a Managed Apple ID.
关于如何操作，可前往苹果官网查看
以上就是App Store开发小组对这个商店的重要更新——比最近几年苹果对应用商店的任何一次更新都重要。苹果重新把注意力放到为开发者和用户完善App Store上，这是一个好迹象。在未来几个月就让我们看看这些更新上线之后是否会达到预期的效果，特别是关联性、公平性和易用性方面是否确实有提升。详情敬请期待下周的WWDC大会的到来吧！
来自互联网信息整理，主要来源苹果官网、威锋网。
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发表于 2016-6-9 13:18:01
