In what was supposed to be the beginning of a new year for Hey, a premium email service, things took an unexpected turn. Hey had just announced a new integrated calendar feature for its app, only to receive news from Apple that their standalone iOS app for Hey Calendar was being rejected. The reason? Non-paying users were unable to do anything when they opened the app. Apple’s App Store rules require most paid services to offer in-app payments and sign-ups, ensuring that Apple receives a percentage of the revenue. This controversial rule has many gray areas and exceptions, which has led to antitrust fights in multiple countries. But for Hey, this rejection felt personal.
This rejection from Apple felt all too familiar for Hey co-founder David Heinemeier Hansson. Almost four years ago, Apple rejected Hey’s original iOS app for their email service for the exact same reason. Hansson expressed his frustration, stating that Apple uses “bullying tactics” in their rejections. The company calls with a first-name-only person who softly informs you that it’s either your wallet or your kneecaps. This rejection not only felt insulting to Hey but also highlighted the lack of progress in Apple’s decision-making process.
After days of back and forth between Apple’s App Store Review Board and Basecamp, the Hey team eventually agreed to a solution suggested by Apple exec Phil Schiller. Hey would offer a free option for the iOS app, allowing new users to sign up directly. However, there was a catch. Users who signed up via the iOS app would receive a free, temporary randomized email address that worked for only 14 days. After that, they would have to pay to upgrade their account. Presently, Hey email users can only pay for an account through the browser, bypassing the iOS app altogether.
Following the saga with Hey, Apple made a carve-out to its App Store rules, exempting free companion apps to certain types of paid web services from having an in-app payment mechanism. However, this carve-out did not include a calendar app, which was not mentioned in the list of exceptions. This list included services like VOIP, cloud storage, web hosting, and email. Hey’s standalone free companion app was rejected by Apple because, according to the company, it “doesn’t do anything.” Users are required to log in with an existing account to access any functionality within the app.
Although details about their strategy were not revealed, Hey plans to fight Apple’s decision. This battle between Hey and Apple brings to light the ongoing debate surrounding Apple’s strict policies and their control over the App Store. Many developers believe that Apple’s rules can be inconsistent and biased, favoring certain apps while rejecting others. The Hey and Apple confrontation may be just one of many stories of rejection and frustration in the app development world.
The clash between Hey and Apple goes beyond a single rejection or a specific app. It raises important questions about the power dynamics between tech giants and app developers. Apple’s control over the App Store and its approval process has been scrutinized for potential antitrust issues. The 30% cut that Apple takes from in-app purchases has also faced criticism. As the battle between Hey and Apple unfolds, it brings attention to the need for greater transparency, fairness, and consistency in the app review process.
The rejection of Hey’s standalone iOS app for their calendar feature by Apple is just one example of the challenges faced by app developers. The battle between Hey and Apple highlights the ongoing issues surrounding Apple’s App Store policies and the control they have over the approval process. It sparks conversations about antitrust concerns, fairness, and transparency. As developers continue to navigate these challenges, the outcome of this battle will have broader implications for the app development community and could potentially shape the future of the App Store.
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