Here’s a little background. Earlier this year, Apple rolled out a new rule where apps could not provide a web link inside the app to their respective stores to make purchases. All purchases needed to be made within the app so that Apple could collect 30% of the revenue. Amazon complied by removing the “Kindle Store” button from the iPhone app basically downgrading the app to a read-only tool.
Amazon then looked to HTML5 to tackle this issue. This new web mark-up language has the capability to deliver interactive experiences across browser-bearing devices seamlessly. To load the app go to: https://read.amazon.com/about using the Chrome/Safari browser on your desktop and/or iPad and follow the instructions. For the iPad, save the icon to the home screen and it looks and acts like a regular app!
That same week, Wal-Mart released their video service VUDU with an HTML5 app, again avoiding Apple’s 30% in-app revenue sharing policy. I believe we’ll be seeing a lot of HTML5 apps in the future.
In another story this past week, the newish entity Amazon Publishing signed supergeek self-help guru, Timothy Ferriss to an exclusive publishing deal. Ferriss is the author of the life-hacking books, 4-Hour Work Week and 4-Hour Body. Ferriss, a regular at SXSW Interactive, seems the natural for this vertical busting move. Basically, Amazon is side-stepping traditional publishing once again.
In the next decade, will it be Amazon rather than Apple ruling the roost?
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