Competing for mobile payment entrance, Apple VS WeChat: Who takes whose cake?

WeChat announced that due to Apple regulations, the iOS version has completely eliminated the function of expressing appreciation to the public platform, including QR code transfers. This is equivalent to basically cutting off the financial resources of iOS platform operators.

So, Why does Apple do this?

According to the latest report from Sina Technology, Apple has responded to this matter, saying that the appreciation function was not forced to stop by Apple. WeChat could have chosen in-app purchases like other developers. Public account operator.

Apple emphasizes that the App Store ecosystem has the same requirements for all developers, including apps like WeChat, which already has 800 million users. No matter who it is, the principle of fairness is consistent and no exception will be made.

This is a typical Apple-style contract spirit. Item 3.1.1 has been clear since June last year. Apart from the IAP method, there should not be any other method in the App to prompt users to pay.

The so-called IAP mechanism actually refers to Apple’s own in-app purchase system

As for the QR code appreciation method, it is not convenient on the one hand, and it also has security risks. , it is not surprising that it was subsequently blocked, otherwise WeChat would have been removed from the shelves by Apple.

The full text of Apple’s response statement is as follows: WeChat can choose to provide in-app purchases to allow users to appreciate their favorite public account operators. Just as we provide this option to all developers, WeChat only needs to use it correctly. Just develop the in-app purchase system. WeChat issued a statement this afternoon, stating that Apple has updated item 3.1.1 of the App Store application development terms, strictly requiring that apps must not contain buttons, external links or other content that guide customers to purchase using non-IAP mechanisms (iOS in-app payment). Call-to-action, so WeChat has chosen to make current adjustments to the WeChat appreciation feature for iOS. As of 17:00 today (19th), the appreciation function of the iOS version of WeChat public platform has been closed by WeChat from today. iOS users can transfer funds through QR codes to support public accounts. The WeChat appreciation function of other clients such as Android will not be affected.

This means that the WeChat public account appreciation function was not forced to stop by Apple. WeChat could have chosen the “in-app purchase” method for public account operators like other developers. The App Store ecosystem has the same requirements for all developers.

This move caused a lot of controversy. Why does WeChat turn off appreciation notifications only for Apple systems?

The reason is that on June 13, 2016, the Apple App Store updated clause 3.1.1, which more strictly requires that Apps must not contain guidance for customers to use "non-IAP (in-app purchases, in-app purchases)". "Buy) mechanism" button, external link, or other call-to-action to make a purchase.

Obviously, WeChat’s tipping function belongs to “external links”, while the transitional solution of using QR code payment belongs to “using other calls to action”. Violates Apple's relevant regulations.

What is the WeChat tipping function?

Tipping is basically a post-payment method. After reading an original article on WeChat, if readers resonate, are moved, or feel that the article is well-written, they can reward the author with a red envelope as a token of encouragement or affirmation. There is no limit to the amount of the red envelope, ranging from 1 yuan to 256 The element is uncertain.

The most famous case of using WeChat to reward is Luo Er. At the end of 2016, Luo Er wrote a public account article "Luo Yixiao, Stop for Me" to record his daughter's experience with leukemia. It earned him tears and received more than 2.5 million tips from netizens. It also let everyone see how the WeChat tip function can attract money. potential.

While the tipping function is becoming more and more popular, Apple’s new policy has caused it to “stumble.”

What is the IAP mechanism?

IAP is the abbreviation of in-App Purchase, and in-app purchase.

In the latest version of the Apple Developer Agreement, there is this provision: If you want to unlock features or functions within the App, you must use in-App purchases. Specific unlocking methods include: subscription, in-game currency, game levels, access to premium content or unlocking the full version, etc.

In other words, as long as users spend money to purchase virtual items in the App, developers must access Apple's in-app purchase payment. Currently, when purchasing emoticons on WeChat, the Apple payment page will pop up instead of being transferred to the WeChat payment channel.

Previously, in the Apple iOS system, no matter which app you purchased music, novels or videos, you could only purchase them through the payment channel of the App Store, which is the so-called IAP.

But for payment in the App Store, you can only use China UnionPay or Alipay, and WeChat payment is not included. Through in-app purchases, Apple will extract a 30% platform commission from App developers.

However, netizens often complain about purchases in the AppStore. Payment requires binding a card first, the process of completing the payment is complicated, and the iOS in-app purchase window pops up slowly.

Apple VS WeChat: Who touched whose cake?

The increasingly subtle relationship between Apple and WeChat has triggered various speculations. From June 2016, when Apple updated its regulations, until April 2017, when WeChat’s appreciation function was officially removed from the shelves, Apple and WeChat experienced a long game, which was enough to make the subtle relationship between the two evolve even more exciting.

According to a WeChat insider, the difference between the two parties on this matter is whether the reward behavior is considered to be the purchase of services.

Analysts believe that WeChat tends to regard tipping behavior as "a behavior by readers to encourage original authors to continue creating and give tips", but Apple believes that "this is a behavior by readers to purchase articles and read them." The analyst said that there is a difference between appreciation and paid reading, and paid reading on WeChat official accounts has not been launched.

Moreover, WeChat related people also said that WeChat red envelopes belong to the category of personal transfers and are not the purchase of services, so they will not be affected.

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