In yesterday’s “Power On” newsletter, Bloomberg’s Mark Gurman revealed that Apple currently earns $20 billion from the App Store each year. Developers can avoid the trouble of setting up their own payment system, accounting, and refunding, and can also enjoy features such as promotion and family sharing. But the price is a commission: small developers with annual income of less than $1 million have to pay 15%, and large developers have to pay 30%.

With developers becoming stronger and more competitive platforms, and the iPhone dominating the market, many people think that it is unreasonable for Apple to charge so much money .

As a result, many companies have begun to fight against Apple. The most famous of them is Epic Games, the developer of "Fortnite", which has promoted a court ruling that forced Apple to change its App Store model , directly shaking the foundation of this $100 billion market.

The bigger challenge is the "domino effect". Global regulators such as the European Union are watching closely. Once the United States can make changes, other regions will inevitably follow suit.

Gurman said Apple will fight to defend its revenue stream and continue to appeal in the United States . If other countries also demand changes, Apple will have to respond one by one. Even if it is a giant with a market value of $3 trillion, it cannot afford a legal battle of this scale. The direction of this battle is very clear: developers and regulators will win in the end.

Gurman believes that Apple has another way out that "sounds a bit counterintuitive": if it wants to keep up with the times, it can only continue to strengthen its advantages - simplicity, security, and privacy protection. The most direct and effective way is to reduce the commission . After all, 15% to 30% is too high. Stripe, PayPal, and Square only charge about 3%. Although Apple provides other services, these features are not worth so much extra cost.

Gurman said bluntly: The App Store is still operating as usual. But within a year, the Apple ecosystem we see may be drastically changed, and Apple will have to reposition its role.

Gurman’s newsletter also touched on the AI version of Siri. Apple is unlikely to spend a lot of time talking about Siri at this year's WWDC . This includes future upgrades and features that were announced (but later delayed) at last year's WWDC.

In short, the report says that Apple software chief Craig Federighi doesn’t really believe in AI . He’s “hesitant” about the large amounts of money being invested in the technology and doesn’t consider it a “core competency.” In Federighi’s view, it’s a distraction from other work without actually delivering a payoff. But this isn’t just Federighi’s problem:

The report also claims that other executives shared Federighi's concerns. "In the world of AI, you really don't know what the product is until you've invested," said another longtime executive. " That's not Apple's style. Apple develops products with a clear end goal in mind."

The report also claimed that while other executives were "convinced" that AI would be "revolutionary," they were unable to convince Federighi and many opinions "fell on deaf ears."

Additionally, the report states that Apple AI chief John Giannandrea was never really able to get things done quickly. When he joined Apple, he concluded that Apple needed more funding than it currently had. However, his efforts were "often stymied."

Apple sources say that despite its hopes for LLM Siri, the company is also preparing to separate the Apple Intelligence brand from Siri in , a veiled acknowledgment that the voice assistant’s poor reputation is hurting the company’s AI credentials.