Apple CEO Tim Cook spoke at Apple’s annual Worldwide Developers Conference (WDC) in June. Many of the features Apple announced will replicate the services of third-party apps, a practice known as “Sherlock.”
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TapeACall is one of the most popular call recording apps, with millions of users paying a monthly fee to capture phone conversations with the click of a button.
But now the app faces competition from one of the richest and most powerful companies in the world: Apple.
As part of its new operating system, iOS 18, due out this fall, Apple will offer its own recording and transcription services that will be seamlessly integrated into phone calls on iPhone. Apple services will be able to access TapeACall as backend code that third-party applications cannot access.
TapeACall’s annual subscription is $79.99. Apple’s new recording feature is free.
“If I were TapeACall, I would say it’s game over,” said Philip Shoemaker, a former Apple executive who helped oversee the company’s App Store.
TapeACall declined to comment. As long-time observers say, it’s not the only app locked by Sherlock.
Earlier this month at the Worldwide Developers Conference in Cupertino, Apple launched new services like writing assistant app Grammarly; password manager app 1Password; voice transcription app Otter; and AI emoji app Newji. ; and mapping app Alltrails. Its new AI assistance function performs functions similar to those of briefly active AI hardware devices such as RabbitR1 and Humanity’s AI pin.
When Shoemaker worked at Apple, he said he often received complaints from small app developers that Apple copied their services.
“Apple has all the data they need. They can look at which apps their customers use most, and then they can say, ‘Hey, this is a great idea, let’s integrate it into our operating system and we can do more OK,'” he said.
Apple has long faced “Sherlock” complaints
This practice is called “Shylock”.
It dates back to the 1990s, when Apple launched a desktop search tool called Sherlock that was strikingly similar to another desktop search program called Watson. The term has been in use ever since.
When NPR contacted several apps that analysts have dubbed “Sherlock,” the app companies didn’t express outrage. Instead, the apps issued statements saying they welcomed competition and respected Apple.
For example, Grammarly spokesperson Yuki Klotz-Burwell wrote in a statement: “We welcome Apple to this exciting and thriving space where we have been operating for more than 15 years,” she wrote. “Every time a new entrant enters our market, the reality is we see increasing demand for Grammarly.”
RabbitR1 CEO Jesse Lyu told NPR: “While online criticism has been fueled by speculation and skepticism, the numbers and reactions we’ve seen from users tell a completely different story,” he said. “We’re excited to see Apple share a similar vision for the future of artificial intelligence.”
Rick VanMeter is less optimistic. He is executive director of the Alliance of App Fairness Advocacy Groups, which represents more than 80 popular apps including Spotify, Match Group and Epic Games and has been fighting Apple in court for years over its anticompetitive practices.
“Many developers fear retaliation and are very cautious when talking about Apple. Unfortunately, we see this every day,” he said. “Apple is not only a competitor, but it also sets the rules of the market.”
Former Apple executive says apps are afraid to speak out
This market is the App Store. Apple is its gatekeeper. Van Meter said many app developers feel the risk of speaking out against them is too great, fearing possible retaliation that could affect their standing in app stores.
“People are afraid of being removed from the App Store for saying the wrong thing or doing the wrong thing,” Shoemaker said.
Some companies have fought back and sued Apple, but Shoemaker said the more common tactic is to say nothing. Sherlocked apps often redirect to other services or even shut down entirely, he said.
“Third-party companies don’t want to do it themselves because in most cases they are the only way to get apps onto the device,” Shoemaker said.
Apple rose to tech giant status through billions of dollars of its own research and development, but it also benefits from ideas inspired by other companies’ products and services.
Apple co-founder Steve Jobs famously said: “We have been shamelessly stealing great ideas.”
Apple did not respond to a request for comment, but the company has previously said it welcomes healthy competition and improves services for everyone through face-to-face collaboration.
Apple’s outreach considered ‘kiss of death’
John Gruber, the technical writer behind the blog bold fireball The man, who has followed Apple for more than two decades and often defended the company, said Apple was simply being cruel.
“The truth is, Apple, like any successful company, takes a tough stance,” Gruber said.
This isn’t just an Apple problem, he said.
Small companies with smart and popular ideas are always at risk of having their services copied by big tech companies.
“Historically, this is how the software industry has worked,” Gruber said.
Since medical technology company Masimo’s experience in a patent dispute suddenly burst into public view, some small app developers are even fearful of Apple’s approach.
Masimo claimed that Apple held a meeting with them to discuss the possibility of integrating Masimo’s pulse reading technology into the iPhone. After discussions broke down, Apple poached two executives from Masimo and launched a service that Masimo claimed illegally copied its technology. Apple denies this.
Aspiring Apple partners see Masimo’s experience as a cautionary tale.
“When Apple becomes interested in a company,” Masimo CEO Joe Kiani said wall street journal“, “This is the kiss of death.
