![]() ![]() They can also determine what kinds of software (applications) can run on top. #HUGS 98 SOURCE DOWNLOAD#Īs suppliers of the 2 key mobile operating systems in the UK, Apple and Google are able to make a number of key decisions that can have significant implications for the products and services that are accessed online.Īpple and Google also control the key gateways through which users access content on mobile devices and through which content providers can access potential customers:Īpple’s App Store is the only permitted app store on iOS devices and Google operates the Play Store, which is used for the discovery and download of over 90% of all native apps on Android devices. Apple and Google are in a position to determine which apps are allowed in their store, how apps are ranked and discovered, and also often charge significant levels of commission (up to 30%) on app developers’ revenues from in-app transactions, by requiring these transactions to be made through their own in-app payment systems. At the same time, Apple and Google also offer their own ‘first-party’ apps to users.Īpple’s browser, Safari (over 90%) and Google’s browser, Chrome (75%) have very strong shares of browser usage in their respective mobile ecosystems and are generally pre-installed for use when a user first turns on the device. As Apple operates the only browser ‘engine’ that runs on iOS and as Google operates the main browser engine on Android devices, each is in a position to determine the functionality and standards that will apply not only to their own browsers, but to competing browsers and, in turn, to web apps.įigure 1 below illustrates how the control of their respective operating systems give Apple and Google the ability to influence outcomes in other aspects of the overall ecosystem.įigure description: A diagram showing the nature of the choice between Apple and Google’s mobile ecosystem and the control each firm has over the main gateways through which users access online content. ![]()
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