Apple · maker of iPhone and Mac
Let every app sell subscriptions and take 15% after a subscriber's first year
Host says it drove the current App Store era; review fell from 7-14 days to 1-2
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What they did
'App Store 2.0' (2016, announced by Phil Schiller): subscriptions opened to all apps; commission on a subscription drops from 30% to 15% after the first year; app review sped up from 7-14 business days to 24-48 hours; App Store Search Ads launched as a paid acquisition channel; old and low-quality apps purged.
What happened
David says it fueled the current era of the App Store and let developers fund software through subscriptions.
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