大變局：蘋果和谷歌應用商店遭重拳打擊，開發者有望繞開抽成

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"全世界都想對“蘋果稅”砍一刀！"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"備受關注的韓國《電子通信事業法》（也被稱爲“反谷歌法”）修正案在本週得到韓國國會表決通過。該法案要求，無論是谷歌的 Google Play 商店，還是蘋果的 App Store 商店，都不可再強制要求開發者使用平臺唯一的支付系統。政策落地之後，開發者有望引導用戶前往其他替代支付平臺，避免向谷歌和蘋果支付這筆佣金。法案還提到，如有公司違反相關規定，則最高將面臨其在韓國營收 3% 的罰款。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"由於全球各國政府沒有針對科技巨頭在支付領域的反壟斷監管立法，韓國政府此舉或成爲全球首個範例。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"法規即將生效，全球從業者叫好"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據報道，韓國總統文在寅已經簽署此項法案，而他所領導的共同民主黨也一直是該法案的堅定支持者。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另外，據韓媒報道，本次通過的《電信業務法》部分修正案本應在頒佈後推遲六個月執行，但禁止應用商店強制使用其支付方式的規定將在法律頒佈之日立即實施。所以不少韓媒預測，這項約束谷歌、蘋果等應用內支付的法律預計將於下個月正式生效。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"法案的正式通過引得大批從業者叫好。有韓國媒體稱，韓國的互聯網公司得知此消息後激動不已，紛紛表示“已經淚流滿面”。韓國互聯網公司協會會長稱：“《電信業務法》修正案的通過將保障創作者與開發者的權利，創造一個公平的應用生態系統，用戶可以以更低的價格享受各種內容。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"CNBC 也認爲：“韓國立法可能爲反壟斷、平臺抽成的相關法案的討論打開大門。它引起的連鎖效應將成爲歷史上的一個分水嶺。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Epic CEO "},{"type":"link","attrs":{"href":"https:\/\/twitter.com\/TimSweeneyEpic\/status\/1432648097075707904","title":"xxx","type":null},"content":[{"type":"text","text":"Tim Sweeney"}]},{"type":"text","text":" 得知消息後，也對韓國立法叫好，他表示：“韓國拒絕了數字商業壟斷，並承諾開放平臺，這是歷史上的一個重要里程碑。”他甚至說道，“每一個開發者在此刻都可以是韓國人。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/85\/85fe25da972597b532ef9329d4eb5cfa.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Epic 高級副總裁兼聯合創始人 Mark Rein 表示：“這將是真正具有歷史意義的一天。當牆壁上出現第一裂縫，用不了多久牆壁就會倒塌。事情在往好的方向發展。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/d2\/d2a7cb63ec48458f5e955cd44b0422a3.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在全球性科技研究機構 Omdia 分析師埃斯科費特（Guillermo Escofet）看來，韓國政府此舉可能預示着其他國家政府也會採取類似行動。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"隨後，谷歌迫於壓力，不得不進行表態：“谷歌正在探索遵守法律的方法，同時保持支持高質量的操作系統與應用商店的商業模式，未來幾周將分享更多的信息。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而蘋果則針對當前形勢宣佈了一個有“重大讓步”的消息。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"9 月 2 日，蘋果"},{"type":"link","attrs":{"href":"https:\/\/www.apple.com\/sg\/newsroom\/2021\/09\/japan-fair-trade-commission-closes-app-store-investigation\/","title":"xxx","type":null},"content":[{"type":"text","text":"在其官方網站發佈聲明稱"}]},{"type":"text","text":"，蘋果應用商店將進行更新，這一更新將允許“閱讀器”應用程序的開發者添加一個應用內鏈接，以便用戶跳轉到外部網站進行註冊服務並支付費用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這意味着：開發者可以用 email 等途徑告知用戶第三方支付的信息；蘋果不會對第三方支付的部分徵收“蘋果稅”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根據蘋果對“閱讀器”應用的定義，這一變化適用於雜誌、報紙、書籍、音頻、音樂和視頻等應用程序。蘋果表示，這一變化將於 2022 年初在全球範圍內實施。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這一聲明是蘋果與日本公平貿易委員會 (Japan Fair Trade Commission) 達成和解協議的一部分。蘋果在聲明中表示：爲了確保安全無縫的用戶體驗，App Store 的指導方針要求開發者使用蘋果的應用內支付系統銷售數字服務和訂閱服務。由於閱讀應用的開發者不提供應用內的數字商品和服務，蘋果同意 JFTC 允許這些應用的開發者分享一個鏈接跳轉到他們的網站，以幫助用戶設置和管理自己的賬戶。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"不斷鬆動的平臺稅"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"要麼上交蘋果稅，要麼離開 App Store？"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"去年，谷歌表示有計劃執行一項新政策，要求在 Google Play 商店上發佈軟件的開發商只能使用其專有應用內支付系統。任何其他付款方式一概不予支持。而谷歌的支付系統會對大部分應用內購買交易收取 30% 的佣金，完全就是蘋果 App Store 上那套“暴政”的翻版。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在應用平臺的佣金抽成對蘋果和谷歌的利潤都至關重要。上述兩家公司財報數據顯示，2020 年財年，蘋果的營收爲 2745 億美元，包括應用商店在內的服務收入爲 538 億美元。谷歌母公司 Alphabe 的營收爲 1825 億美元，包括 Google Play 商店銷售在內的營收爲 217 億美元。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前市面上的移動應用只有兩種主流操作系統可供選擇，要麼是谷歌 Android 系統、要麼就是蘋果的 iOS 平臺。但蘋果、谷歌對開發者抽成幾乎高達三分之一，很多開發者不堪重負，爲了保障自身收益，部分開發者甚至不惜擡高內購商品價格，變相將壓力轉嫁到消費者身上。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外，還有一些硬核的開發商向蘋果和谷歌發起了挑戰。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"作爲當前高人氣遊戲《堡壘之夜》背後的開發商，Epic Games 公司於去年建立了自己的遊戲內支付系統，希望繞過蘋果與谷歌制定的粗暴管理政策。據爆料，App Store 兩年間從《堡壘之夜》中賺取的佣金超過 1 億美元。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年，《堡壘之夜》的遊戲開發商 Epic Games 把蘋果告上法庭，指出蘋果的一大“罪狀”就是 30% 的應用商店抽傭。庭審持續了數週，蘋果 CEO 庫克也曾出庭接受詢問。庫克表示，Epic Games 去年繞過蘋果在其熱門遊戲《堡壘之夜》上收取的 30% 應用內購買佣金的舉動是“惡意的”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外，庫克在接受蘋果律師詢問時指出，蘋果在研究、隱私和安全方面的投資高達數百億美元，這就是蘋果對應用和應用內購買收取 30% 佣金的原因。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"近年來，包括 Spotify 及 Tinder 應用所有方 Match 在內的多家其他公司，也紛紛表示科技巨頭應該允許他們使用自己的支付系統。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/wechat\/images\/65\/654c83a380402afa34e69d0e053c3345.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"經歷此番風波，蘋果和谷歌兩家公司都曾表示後續將降低一部分抽成比例。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"蘋果這邊表示，對於在 App Store 上年淨銷售額低於 100 萬美元的軟件開發商，他們將把收費從 30% 降低至 15%。谷歌則在 3 月提出，對於開發商每年在該平臺上賺到的第一個 100 萬美元，Google Play 商店也會把抽成從 30% 削減至 15%。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"韓國立法，致力於“撕裂”蘋果稅"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"遊戲行業是蘋果和谷歌“渠道稅”的納稅大戶，而谷歌去年決定將谷歌稅從遊戲行業擴展至所有 App，也成爲引發韓國此次立法的重要原因。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據韓聯社報道，這項曾被人稱爲“反谷歌法”的法律早在去年 8 月就已經被提交給韓國議會。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根據路透社的報道，這項法律意在防止具有主導地位的應用商店運營商強制要求應用開發者們使用特定支付系統，並“不恰當地”拖延應用審查週期甚至直接拒絕通過。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據報道，該法律還賦予韓國政府調解應用程序市場中支付、撤銷與退款等糾紛問題的權力。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據路透社報道，約 180 名與會立法者爲這份《電信業務法》修正案投出了贊成票。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Match 公司發言人在本週二的一份聲明中表示，“韓國立法者今天的歷史性舉措與大膽嘗試，標誌着我們已經在爭取應用生態系統公平性方面邁出了里程碑式的一步。我們期待這項法案迅速簽署成爲法律，並懇請全球其他立法機構採取類似的措施，保護其公民和企業免受互聯網壟斷巨頭的侵害。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Wedbush Securities 股票研究董事總經理 Daniel Ives 表示，全球監管機構已經開始關注谷歌和蘋果向開發者們濫收應用商店與抽成佣金的問題。此次韓國做出的立法決策可能只是更嚴格審查趨勢的小小開端。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Ives 在本週一（立法通過之前）接受採訪時評論道，“這是個重要的歷史轉折點。立法本身的意義也許不那麼大，但卻很可能引發連鎖反應，代表着反抗的力量不僅有語言、也有着自己的實際行動。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Ives 還補充道，雖然電信服務商等其他企業有望從中分得一杯羹，但這部分利益的實際分配還要取決於消費者們的反應。“問題在於，消費者自己最終會做出怎樣的抉擇？畢竟最輕鬆的方式仍然是通過蘋果和谷歌的官方系統付費，很多人已經習慣了這樣的操作。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對此，一位蘋果發言人迴應表示，韓國的這個法案“將導致用戶在從其他來源購買數字商品時面臨欺詐風險、削弱隱私保護能力，加大購買活動的管理難度。此外，‘購買前詢問’和家長控制等功能也將因此受到影響。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"蘋果"},{"type":"link","attrs":{"href":"https:\/\/www.apple.com\/sg\/newsroom\/2021\/08\/apple-us-developers-agree-to-app-store-updates\/","title":"xxx","type":null},"content":[{"type":"text","text":"還補充道"}]},{"type":"text","text":"，這項立法會導致用戶對於 App Store 的信任度有所下降，使得韓國逾 48.2 萬註冊開發者的機會減少。目前爲止，韓國開發者與蘋果的合作已爲他們創造了逾 8.55 萬億韓元（約合人民幣 472 億元）的收入。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"谷歌發言人則提到，他們抽取的服務費“用於保持 Android 免費發佈，向開發者提供工具與全球平臺，幫助他們接觸到全球數十億消費者。我們將在努力遵守法律要求的同時，繼續保持高質量的操作系統與應用商店運作模式。未來幾周，我們將發佈更多相關信息。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"延伸閱讀："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/www.cnbc.com\/2021\/08\/31\/south-korea-first-country-to-curb-google-apples-in-app-billing-policies.html","title":"","type":null},"content":[{"type":"text","text":"https:\/\/www.cnbc.com\/2021\/08\/31\/south-korea-first-country-to-curb-google-apples-in-app-billing-policies.html"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651012709&idx=1&sn=6432e1759c46433bf8e6ae2523ae888c&chksm=bdbec6368ac94f2035054df667a5eaf87e0fbfe6e304d93c0f5263fc2efe700aac074df2e45a&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"小程序：越獄未遂"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651038519&idx=1&sn=88dd9bd730c75929f3814c5fe8906703&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"蘋果報復遊戲開發商：全面封殺 Epic Games，禍及大量開發者"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651047870&idx=1&sn=89742c3032ba965c1d4b475406dfe050&chksm=bdbe3fed8ac9b6fb0581392b8d32e4c97a855c415d528a4cbf7b723d13cd44316893dd945c71&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"被圍剿的“蘋果稅”，還能撐多久？"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s?__biz=MjM5MDE0Mjc4MA==&mid=2651077511&idx=1&sn=73f8bf5825bb7f61ae158fd6a423e3c5&chksm=bdb9c3d48ace4ac23047defcb0206afee2d1955b6fda61bcc38aec54664fb5991cbad17d3f29&scene=21#wechat_redirect","title":"","type":null},"content":[{"type":"text","text":"庫克親自出庭迴應“蘋果稅”質疑：收取 30% 佣金是應該的"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}