3. The iPhone App Store

4. iPhone 3G
launch
11 July 2008

5. App Store
launch
11 July 2008

7. 11 Months Later...

8. What is the App Store?
Part of the iTunes Store
Exclusive marketplace for iPhone
applications
70% / 30% revenue split with Apple
E-commerce included
Bandwidth included

9. How big was it?
80 Countries
30m iPhones & iPod Touches sold
800m App downloads
50k Developers
25k Applications

10. How big is it now?
80 Countries
4 0 m iP h o n e s & iP o d
To u c h e s s o ld
1 , 0 0 0 m A p p d o w n lo a d s
50k+ Developers
5 0 k A p p lic a t io n s

11. 4 0 m illio n
p o t e n t ia l
c u s to m e rs

12. iP h o n e 3 G S
s o ld 1 m illio n
in f ir s t 3 d a y s

13. How does it work?

14. #1 rule
You must have
an iPhone to play

15. Creating an App
Use an existing platform
Develop something yourself

16. App Store Presence
Listed in iTunes on desktop and in the
App Store on iPhone
Icon, product description, screen shots

20. App Store Presence
Listed in iTunes on desktop and App
Store on iPhone
Icon, product description, screen shots
User reviews

21. Mobile Fotos
My precious

23. “ Pretty disappointing”

24. “ Abominable”

25. “ stupid no use”

26. App Store Presence
Listed in iTunes on desktop and App
Store on iPhone
Icon, product description, screen shots
User reviews
No free trials or previews of apps

27. App Store Presence
Appearance & availability can vary by
region
Popular or features apps vary by region

28. Getting on to the App Store
Join the programme (US$99 / annum)
Contracts, Bank details & IRS tax forms
Submit application for review

29. Application Review

30. Application Review
Apple review all submissions
Terms & conditions
Unknown duration
3 days, 2 weeks, or more

31. Rejection

32. Eucalyptus
Things Made Out Of
Other Things

33. Changeability

34. App Ratings
4 + No objectionable material
9 + Mild or infrequent violence /
mature / horror
1 2 + Infrequent mild language / mature
themes / simulated gambling, frequent
violence
1 7 + Frequent, intense, ...

35. In-App Sales
Paid via iTunes = easy for customers
Sell a base application (not free)
Sell content inside the app
Creates new business models

36. Pricing Tiers
Free
US$0.99
US$1.99, US$2.99, ..., US$999.99
70% / 30% revenue split

37. Financials
Paid monthly into bank account
Up to 45 days after the end of month
Paid in 6 currencies
USD, CAD, GBP, EUR, AUD, JPY

38. Reporting
Daily sales reports
Monthly financial reports

40. Small Scale
Leverage existing platform
Legends
Time to market: 1 week
Promoted through social media
50% revenue share
Low costs

41. Competition
Books category has ~5,000 apps (NZ)
App on the front-page for ~2 days
Top sales are “Transformers”
Sales stats are private

42. Promoting iPhone Apps

43. Promotion on the
App Store is hard

46. Hallokitty
Cactuslab

47. “ Leo sez ‘kick him in the balls
for me!’ after playing with
HalloKitty.”

48. Hallokitty
Downloads / day T Renaissance
he

49. “ Haha im gonna get everyone
with this app,
I almost sh!t my pants... LoL”

51. Thanks & Credits
Adam Christopher, David Frampton, Layton Duncan,
John Ballinger
Flickr Creative Commons Photos
http://www.flickr.com/photos/kitcowan/729969119/
http://www.flickr.com/photos/babamdogo/836974530/
http://www.flickr.com/photos/erikvanhannen/2475255345/
http://www.flickr.com/photos/superamit/130623447/
http://www.flickr.com/photos/nicsuzor/2554668884/
http://www.flickr.com/photos/valter/1158915892/
http://www.flickr.com/photos/dirkhansen/3112059563/
http://www.flickr.com/photos/the_justified_sinner/2498066986/
http://www.flickr.com/photos/lorispindler/2559724403/