大变局：苹果和谷歌应用商店遭重拳打击，开发者有望绕开抽成

{"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":"全世界都想对“苹果税”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":"备受关注的韩国《电子通信事业法》（也被称为“反谷歌法”）修正案在本周得到韩国国会表决通过。该法案要求，无论是谷歌的 Google Play 商店，还是苹果的 App Store 商店，都不可再强制要求开发者使用平台唯一的支付系统。政策落地之后，开发者有望引导用户前往其他替代支付平台，避免向谷歌和苹果支付这笔佣金。法案还提到，如有公司违反相关规定，则最高将面临其在韩国营收 3% 的罚款。"}]},{"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":"由于全球各国政府没有针对科技巨头在支付领域的反垄断监管立法，韩国政府此举或成为全球首个范例。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"法规即将生效，全球从业者叫好"}]},{"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":"据报道，韩国总统文在寅已经签署此项法案，而他所领导的共同民主党也一直是该法案的坚定支持者。"}]},{"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，据韩媒报道，本次通过的《电信业务法》部分修正案本应在颁布后推迟六个月执行，但禁止应用商店强制使用其支付方式的规定将在法律颁布之日立即实施。所以不少韩媒预测，这项约束谷歌、苹果等应用内支付的法律预计将于下个月正式生效。"}]},{"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":"法案的正式通过引得大批从业者叫好。有韩国媒体称，韩国的互联网公司得知此消息后激动不已，纷纷表示“已经泪流满面”。韩国互联网公司协会会长称：“《电信业务法》修正案的通过将保障创作者与开发者的权利，创造一个公平的应用生态系统，用户可以以更低的价格享受各种内容。”"}]},{"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 也认为：“韩国立法可能为反垄断、平台抽成的相关法案的讨论打开大门。它引起的连锁效应将成为历史上的一个分水岭。”"}]},{"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":" 得知消息后，也对韩国立法叫好，他表示：“韩国拒绝了数字商业垄断，并承诺开放平台，这是历史上的一个重要里程碑。”他甚至说道，“每一个开发者在此刻都可以是韩国人。”"}]},{"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 高级副总裁兼联合创始人 Mark Rein 表示：“这将是真正具有历史意义的一天。当墙壁上出现第一裂缝，用不了多久墙壁就会倒塌。事情在往好的方向发展。”"}]},{"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":"在全球性科技研究机构 Omdia 分析师埃斯科费特（Guillermo Escofet）看来，韩国政府此举可能预示着其他国家政府也会采取类似行动。"}]},{"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":"随后，谷歌迫于压力，不得不进行表态：“谷歌正在探索遵守法律的方法，同时保持支持高质量的操作系统与应用商店的商业模式，未来几周将分享更多的信息。”"}]},{"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":"而苹果则针对当前形势宣布了一个有“重大让步”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，苹果"},{"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":"在其官方网站发布声明称"}]},{"type":"text","text":"，苹果应用商店将进行更新，这一更新将允许“阅读器”应用程序的开发者添加一个应用内链接，以便用户跳转到外部网站进行注册服务并支付费用。"}]},{"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":"这意味着：开发者可以用 email 等途径告知用户第三方支付的信息；苹果不会对第三方支付的部分征收“苹果税”。"}]},{"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":"根据苹果对“阅读器”应用的定义，这一变化适用于杂志、报纸、书籍、音频、音乐和视频等应用程序。苹果表示，这一变化将于 2022 年初在全球范围内实施。"}]},{"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":"这一声明是苹果与日本公平贸易委员会 (Japan Fair Trade Commission) 达成和解协议的一部分。苹果在声明中表示：为了确保安全无缝的用户体验，App Store 的指导方针要求开发者使用苹果的应用内支付系统销售数字服务和订阅服务。由于阅读应用的开发者不提供应用内的数字商品和服务，苹果同意 JFTC 允许这些应用的开发者分享一个链接跳转到他们的网站，以帮助用户设置和管理自己的账户。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"不断松动的平台税"}]},{"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":"要么上交苹果税，要么离开 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，谷歌表示有计划执行一项新政策，要求在 Google Play 商店上发布软件的开发商只能使用其专有应用内支付系统。任何其他付款方式一概不予支持。而谷歌的支付系统会对大部分应用内购买交易收取 30% 的佣金，完全就是苹果 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":"在应用平台的佣金抽成对苹果和谷歌的利润都至关重要。上述两家公司财报数据显示，2020 年财年，苹果的营收为 2745 亿美元，包括应用商店在内的服务收入为 538 亿美元。谷歌母公司 Alphabe 的营收为 1825 亿美元，包括 Google Play 商店销售在内的营收为 217 亿美元。"}]},{"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":"目前市面上的移动应用只有两种主流操作系统可供选择，要么是谷歌 Android 系统、要么就是苹果的 iOS 平台。但苹果、谷歌对开发者抽成几乎高达三分之一，很多开发者不堪重负，为了保障自身收益，部分开发者甚至不惜擡高内购商品价格，变相将压力转嫁到消费者身上。"}]},{"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，还有一些硬核的开发商向苹果和谷歌发起了挑战。"}]},{"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":"作为当前高人气游戏《堡垒之夜》背后的开发商，Epic Games 公司于去年建立了自己的游戏内支付系统，希望绕过苹果与谷歌制定的粗暴管理政策。据爆料，App Store 两年间从《堡垒之夜》中赚取的佣金超过 1 亿美元。"}]},{"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，《堡垒之夜》的游戏开发商 Epic Games 把苹果告上法庭，指出苹果的一大“罪状”就是 30% 的应用商店抽佣。庭审持续了数周，苹果 CEO 库克也曾出庭接受询问。库克表示，Epic Games 去年绕过苹果在其热门游戏《堡垒之夜》上收取的 30% 应用内购买佣金的举动是“恶意的”。"}]},{"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，库克在接受苹果律师询问时指出，苹果在研究、隐私和安全方面的投资高达数百亿美元，这就是苹果对应用和应用内购买收取 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":"近年来，包括 Spotify 及 Tinder 应用所有方 Match 在内的多家其他公司，也纷纷表示科技巨头应该允许他们使用自己的支付系统。"}]},{"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":"经历此番风波，苹果和谷歌两家公司都曾表示后续将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":"苹果这边表示，对于在 App Store 上年净销售额低于 100 万美元的软件开发商，他们将把收费从 30% 降低至 15%。谷歌则在 3 月提出，对于开发商每年在该平台上赚到的第一个 100 万美元，Google Play 商店也会把抽成从 30% 削减至 15%。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"韩国立法，致力于“撕裂”苹果税"}]},{"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":"游戏行业是苹果和谷歌“渠道税”的纳税大户，而谷歌去年决定将谷歌税从游戏行业扩展至所有 App，也成为引发韩国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":"据韩联社报道，这项曾被人称为“反谷歌法”的法律早在去年 8 月就已经被提交给韩国议会。"}]},{"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":"根据路透社的报道，这项法律意在防止具有主导地位的应用商店运营商强制要求应用开发者们使用特定支付系统，并“不恰当地”拖延应用审查周期甚至直接拒绝通过。"}]},{"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":"据报道，该法律还赋予韩国政府调解应用程序市场中支付、撤销与退款等纠纷问题的权力。"}]},{"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":"据路透社报道，约 180 名与会立法者为这份《电信业务法》修正案投出了赞成票。"}]},{"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 公司发言人在本周二的一份声明中表示，“韩国立法者今天的历史性举措与大胆尝试，标志着我们已经在争取应用生态系统公平性方面迈出了里程碑式的一步。我们期待这项法案迅速签署成为法律，并恳请全球其他立法机构采取类似的措施，保护其公民和企业免受互联网垄断巨头的侵害。”"}]},{"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 股票研究董事总经理 Daniel Ives 表示，全球监管机构已经开始关注谷歌和苹果向开发者们滥收应用商店与抽成佣金的问题。此次韩国做出的立法决策可能只是更严格审查趋势的小小开端。"}]},{"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 在本周一（立法通过之前）接受采访时评论道，“这是个重要的历史转折点。立法本身的意义也许不那么大，但却很可能引发连锁反应，代表着反抗的力量不仅有语言、也有着自己的实际行动。”"}]},{"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 还补充道，虽然电信服务商等其他企业有望从中分得一杯羹，但这部分利益的实际分配还要取决于消费者们的反应。“问题在于，消费者自己最终会做出怎样的抉择？毕竟最轻松的方式仍然是通过苹果和谷歌的官方系统付费，很多人已经习惯了这样的操作。”"}]},{"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":"对此，一位苹果发言人回应表示，韩国的这个法案“将导致用户在从其他来源购买数字商品时面临欺诈风险、削弱隐私保护能力，加大购买活动的管理难度。此外，‘购买前询问’和家长控制等功能也将因此受到影响。”"}]},{"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":"苹果"},{"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":"还补充道"}]},{"type":"text","text":"，这项立法会导致用户对于 App Store 的信任度有所下降，使得韩国逾 48.2 万注册开发者的机会减少。目前为止，韩国开发者与苹果的合作已为他们创造了逾 8.55 万亿韩元（约合人民币 472 亿元）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":"谷歌发言人则提到，他们抽取的服务费“用于保持 Android 免费发布，向开发者提供工具与全球平台，帮助他们接触到全球数十亿消费者。我们将在努力遵守法律要求的同时，继续保持高质量的操作系统与应用商店运作模式。未来几周，我们将发布更多相关信息。”"}]},{"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":"延伸阅读："}]},{"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：越狱未遂"}]}]},{"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":"苹果报复游戏开发商：全面封杀 Epic Games，祸及大量开发者"}]}]},{"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":"被围剿的“苹果税”，还能撑多久？"}]}]},{"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":"库克亲自出庭回应“苹果税”质疑：收取 30% 佣金是应该的"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}