TweetFollow Us on Twitter

Pay As You Go
Volume Number:10
Issue Number:8
Column Tag:Inside Information

Pay As You Go?

Will Apple continue to use your SDK dollars to figure out what to roll in?

By Chris Espinosa, Apple Computer, Inc., MacTech Magazine Regular

In the early days of PCs, the relationship between developers and platform vendors was pretty straightforward and consistent. The platform vendors tried to sell as many copies of the platform as possible, and application developers would write applications that used the features of that platform and sell them to the people who purchased them. It was pretty symbiotic: platform vendors needed a good set of applications in order to make the platform interesting, and developers needed an interesting, high-volume platform to make innovative and profitable applications.

In the early days, the platforms weren’t that complicated. Developers could get on a new platform for the price of a decent development environment and the technical manuals for the system, usually under a couple hundred bucks. All the functionality that they read about in the manuals and could access through the development environment was present in the platform on most everybody’s machine. The only times this wasn’t true were when the platform vendor had introduced a new version; but even then the hardware vendors bundled this new version for free, creating an instant installed base and demand for new applications, so developers could target the new platform with some degree of comfort.

In many ways all of this is still true, but time, complexity, and economics have intruded. As time goes by, the installed base gets larger and more fragmented, and it’s no longer possible to assume that everybody has the same version of a given system. The systems are getting more complex, and few applications touch every part of the underlying platform. And the costs of continuing to support and enhance the platforms keep going up, even as hardware, operating system, and application prices continue to drop. For example, when Apple was selling a Mac II for over $4000, we had a little over 75 engineers in the system software group; now we have several hundred, but a Power Macintosh sells for under $2000 with essentially the same manufacturing cost as that Macintosh II.

Developers are feeling the same effects. Your legacy code is harder to maintain as it ages. New code is harder to write as new APIs come into the system and you have to navigate Performa, Quadra, Powerbook, and Power Macintosh lines, not to mention cross-platform portability. And your revenues are falling with dropping software prices.

So it’s understandable that you’re angry when the platform vendor changes its policies and makes it even more costly to get applications to market. Though Apple has gotten a lot of flak for it, it’s not purely a Macintosh phenomenon: Microsoft, Novell, IBM, HP, Sun, and even NeXT see the developer as a source of revenue as well as a partner in promoting their platforms. Most often, this revenue comes from developer tools, and most developers don’t mind paying reasonable prices for tools that improve their productivity. It’s a little more controversial to charge for technical support, tech notes, etc. Good tech support is naturally labor-intensive; you want to talk to a live person who can understand your problem and find an answer. That costs money, and once again, those who see the value to their business don’t mind paying a reasonable price.

But let’s get to the core of it. Developers hate being charged for essentials, the things they need to get to the capabilities of the OS. Essentials like header files, system libraries, APIs and SDKs for new operating system capabilities. This is especially true on the Macintosh platform, where the low market share vs. Windows makes it seem sometimes like a burden, not a privilege, to support the Mac.

Is Apple clueless for charging for APIs? Perhaps. Between the Usenet discussions and the May developer conference, Apple heard loud and clear that developers are sick of being nickel and dimed to death for system essentials. I know that the people inside Apple are motivated to fix some of the problems that have happened in the last year with the proliferation of system versions, SDKs, and the costs of those SDKs compared to the value in them.

But some of the problems are inherent in the historical concept of the API, and how that is breaking up. Even with big “consolidation” releases of the Mac system like System 7.5, there will still be a lot of Mac APIs that are not universal across the product line. Sometimes this reflects hardware limitations (like PlainTalk), and sometimes it’s because the capability is narrowly desired (e.g. Data Access Manager, once part of System 7).

 
AAPL
$103.30
Apple Inc.
+0.80
MSFT
$45.09
Microsoft Corpora
-0.34
GOOG
$577.33
Google Inc.
+5.73

MacTech Search:
Community Search:

Software Updates via MacUpdate

TextSoap 7.4.0 - Flexible text editing u...
TextSoap is for people who work with text. TextSoap effortlessly cleans up text from endlessly different formats. Wash away unwanted characters, spaces, tabs. Fix paragraphs with hard returns at the... Read more
NetShade 6.0.2 - Browse privately using...
NetShade is an Internet security tool that conceals your IP address on the web. NetShade routes your Web connection through either a public anonymous proxy server, or one of NetShade's own dedicated... Read more
Mac DVDRipper Pro 5.0 - Copy, backup, an...
Mac DVDRipper Pro is the DVD backup solution that lets you protect your DVDs from scratches, save your batteries by reading your movies from your hard disk, manage your collection with just a few... Read more
pwSafe 3.1 - Secure password management...
pwSafe provides simple and secure password management across devices and computers. pwSafe uses iCloud to keep your password databases backed-up and synced between Macs and iOS devices. It is... Read more
StatsBar 1.8 - Monitor system processes...
StatsBar gives you a comprehensive and detailed analysis of the following areas of your Mac: CPU usage Memory usage Disk usage Network and bandwidth usage Battery power and health (MacBooks only)... Read more
Path Finder 6.5.5 - Powerful, award-winn...
Path Finder is a file browser that combines the familiar Finder interface with the powerful utilities and innovative features. Just a small selection of the Path Finder 6 feature set: Dual pane... Read more
QuarkXPress 10.2.1 - Desktop publishing...
With QuarkXPress, you can communicate in all the ways you need to -- and always look professional -- in print and digital media, all in a single tool. Features include: Easy to Use -- QuarkXPress is... Read more
Skype 6.19.0.450 - Voice-over-internet p...
Skype allows you to talk to friends, family and co-workers across the Internet without the inconvenience of long distance telephone charges. Using peer-to-peer data transmission technology, Skype... Read more
VueScan 9.4.41 - Scanner software with a...
VueScan is a scanning program that works with most high-quality flatbed and film scanners to produce scans that have excellent color fidelity and color balance. VueScan is easy to use, and has... Read more
Cloud 3.0.0 - File sharing from your men...
Cloud is simple file sharing for the Mac. Drag a file from your Mac to the CloudApp icon in the menubar and we take care of the rest. A link to the file will automatically be copied to your clipboard... Read more

Latest Forum Discussions

See All

Modern Combat 5 Gets a Major Multiplayer...
Modern Combat 5 Gets a Major Multiplayer Update Posted by Jessica Fisher on September 2nd, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Alien Creeps TD Review
Alien Creeps TD Review By Jennifer Allen on September 2nd, 2014 Our Rating: :: EXPENSIVE DEFENSESUniversal App - Designed for iPhone and iPad Alien Creeps TD would be a fun if unremarkable Tower Defense game, but its heavy focus on... | Read more »
The Journey Down: Chapter Two Review
The Journey Down: Chapter Two Review By Jennifer Allen on September 2nd, 2014 Our Rating: :: DARK YET ENTICINGUniversal App - Designed for iPhone and iPad It’s a little dark, in every sense of the word, but The Journey Down:... | Read more »
Function Space, a Social Network App for...
Function Space, a Social Network App for Science, Launches on iOS Posted by Ellis Spice on September 2nd, 2014 [ permalink ] | Read more »
Stupidfast – How Taylor Martinez Switche...
How do you make an Endless Running game more than just another Endless Running game? By adding real life prizes to it, of course! That’s the thinking behind StupidFast: a game designed for football enthusiasts, and the brainchild of former college... | Read more »
Little Raiders: Robin’s Revenge Review
Little Raiders: Robin’s Revenge Review By Jennifer Allen on September 2nd, 2014 Our Rating: :: CASUAL RAIDINGUniversal App - Designed for iPhone and iPad Combining simple combat with village building is a potent combination for... | Read more »
Treasure Tombs: Ra Deal Coming from Bulk...
Treasure Tombs: Ra Deal Coming from Bulkypix and Dark Tonic This Fall Posted by Jessica Fisher on September 2nd, 2014 [ permalink ] Dark Tonic and | Read more »
Pirate Bash Review
Pirate Bash Review By Nadia Oxford on September 2nd, 2014 Our Rating: :: BAD PIRATES, GOOD TIMESUniversal App - Designed for iPhone and iPad Pirate Bash’s turn-based battles add an intriguing twist to a typical physics game.   | Read more »
Tiny Tower Vegas Review
Tiny Tower Vegas Review By Jennifer Allen on September 2nd, 2014 Our Rating: :: STEADY DEVELOPMENTUniversal App - Designed for iPhone and iPad Build a huge tower again but Vegas-style in Tiny Tower Vegas.   | Read more »
The Manhattan Project Review
The Manhattan Project Review By Andrew Fisher on September 2nd, 2014 Our Rating: :: ROCKET SCIENCEUniversal App - Designed for iPhone and iPad The Manhattan Project offers a great Euro-style gameplay experience, but it is totally... | Read more »

Price Scanner via MacPrices.net

Apple refurbished iPads available for up to $...
Apple is offering Certified Refurbished iPad Airs for up to $140 off MSRP. Apple’s one-year warranty is included with each model, and shipping is free. Stock tends to come and go with some of these... Read more
Are We Now In The Post-Post-PC Era?
A longtime and thoroughgoing laptop aficionado, I was more than a little dismayed by Steve Jobs’s declaration back in 2010 when he sprang the iPad on an unsuspecting world. that we’d entered a “post-... Read more
PC Outlook Improves, But 2014 Shipments Still...
According to the International Data Corporation (IDC) Worldwide Quarterly PC Tracker, worldwide PC shipments are expected to fall by -3.7 percent in 2014. To hat’s actually an improvement from the... Read more
IDC Lowers Tablet Sales Projections for 2014...
Following a second consecutive quarter of softer than expected demand, International Data Corporation (IDC) has lowered its worldwide tablet plus 2-in-1 forecast for 2014 to 233.1 million units. The... Read more
Apple now offering refurbished 21-inch 1.4GHz...
The Apple Store is now offering Apple Certified Refurbished 21″ 1.4GHz iMacs for $929 including free shipping plus Apple’s standard one-year warranty. Their price is $170 off the cost of new models,... Read more
Save $50 on the 2.5GHz Mac mini, on sale for...
B&H Photo has the 2.5GHz Mac mini on sale for $549.99 including free shipping. That’s $50 off MSRP, and B&H will also include a free copy of Parallels Desktop software. NY sales tax only. Read more
Save up to $300 on an iMac with Apple refurbi...
The Apple Store has Apple Certified Refurbished iMacs available for up to $300 off the cost of new models. Apple’s one-year warranty is standard, and shipping is free. These are the best prices on... Read more
The Rise of Phablets
Carlisle & Gallagher Consulting Group, a businesses and technology consulting firm focused solely on the financial services industry, has released an infographic depicting the convergence of... Read more
Bad Driver Database App Allows Good Drivers t...
Bad Driver Database 1.4 by Facile Group is a new iOS and Android app that lets users instantly input and see how many times a careless, reckless or just plain stupid driver has been added to the... Read more
Eddy – Cloud Music Player for iPhone/iPad Fre...
Ukraine based CapableBits announces the release of Eddy, its tiny, but smart and powerful cloud music player for iPhone and iPad that allows users to stream or download music directly from cloud... Read more

Jobs Board

*Apple* Retail - Multiple Positions (US) - A...
Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, you're also the Read more
*Apple* Retail - Multiple Positions (US) - A...
Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, you're also the Read more
*Apple* Retail - Multiple Positions (US) - A...
Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, you're also the Read more
*Apple* Retail - Multiple Positions (US) - A...
Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, you're also the Read more
Senior Event Manager, *Apple* Retail Market...
…This senior level position is responsible for leading and imagining the Apple Retail Team's global event strategy. Delivering an overarching brand story; in-store, Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.