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Apple is ‘under siege’

Apple is 'under siege'

Apple is ‘under siege’ – To understand how much the US government’s new lawsuit strikes at the heart of the identity that Apple has created, one must first examine the firm’s fan base.

Apple has been the leading position as a technical brand over the years.

What impresses you most over the years is the noise and cheer from the audience every time a new feature, however small or growing, is announced.

When a new hardware product goes on sale, Apple employees form a guard of honor outside stores and applaud the first buyers, some of whom will have camped out for hours beforehand and spent thousands of dollars.

It is this “strange drug” or “magical experience,” as Apple put it in a statement Thursday, that is already under fire.

So far, Apple’s ethos is a wildly successful business model.

Analysis firm CCS Insight estimates that 72% of smartphones purchased in North America alone in the last three months of 2023 were iPhones.

Samsung took 25%, leaving only 3% for everyone else in the mobile business.

One of Apple’s main selling points is its focus on privacy and security. But the question is whether it achieves this by shutting out the competition.

The tech giant has created an illegal monopoly on smartphones, according to the sweeping US Department of Justice lawsuit filed Thursday.

Apple routinely blocks web trackers, an annoyance for users but also an important revenue generator for other digital businesses.

It also functions as a “walled garden”.

Which means all Apple products work seamlessly together, and every app, payment method, and operating system update is verified and approved by the tech giant.

It is, effectively, a closed ecosystem that keeps it safe.

Developers don’t want to pay to get in, and they also have to follow Apple’s strict rules: but Apple says that in return they get access to a huge market of potential customers.

Music streaming platform Spotify and Epic Games, which makes Fortnite, are the two biggest commercial names making a vocal stand against it.

Fortnite was removed from the App Store. Spotify hasn’t gone that far, perhaps because it has millions of iPhone-based subscribers.

Apple’s biggest smartphone rival is Google’s Android, which is a much more mainstream affair.

Its operating system must run on dozens of different devices made by different manufacturers over the years.

As a result, it offers more choice to the consumer and is inevitably less secure too.

The US Department of Justice (DOJ) is not the only authority deciding to take a closer look at Apple’s unique position.

On two occasions now, the tech giant has been very reluctant to open its doors, and both times were caused by the European Union.

It was recently forced to open to other app stores in Europe. It did so very reluctantly, with many warnings about the evil that lurks outside its digital paradise.

Until recently, the iPhone didn’t even use the same charging cable as almost everything else — most models require a custom Lightning cable.

But the EU is bringing in a common rule, and Apple is now selling cable adapters, as well as switching its latest model to the much more common USB-C port.

However, the DOJ does not have the same power. Apple is ‘under siege’

This will be a court case in which a judge will have to be convinced, and it does not have a very successful track record of doing so.

It was about the dominance of Microsoft’s Internet Explorer web browser, which was installed by default on millions of machines running Windows.

However, it’s worth remembering that Apple isn’t holding its customers hostage by forcing them into its embrace.

“Every case against Apple portrays its users as consumers without free will. I really struggle with that,” said Carolina Milanesi from tech industry analysis firm Creative Strategies.

There are plenty of people who refuse to change brands, even if they like the look of something different. Apple is ‘under siege’

But that doesn’t mean Apple is actively banning them, although a once-off comment made by CEO Tim Cook has now backfired.

A journalist in an interview, a journalist mentioned that he was not able to share a video with his mother, who had another phone.

“Buy your mom an iPhone,” Apple’s CEO joked.

Apple has vowed to “vigorously” fight the lawsuit and denies the claims.

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