The App Store’s Hall-Of-Fame: Making It Worse For New Developers
Just last week, I wrote a piece explaining the detrimental effect that the Top-25 charts have on new apps. To make matters worse, in a move just out of Yahoo’s books (circa 1998), Apple announced the “Hall-of-fame” – an “all-time top-50 chart” that seems to be part quantitative, part curated. What it means for new developers is that old, established, previously successful developers have yet another advantage now – one more search mechanism that steals what limited customer attention there is, and deflects it back at existing incumbents.
Is this a good move from a consumer’s perspective? On the surface, it is – now the consumer has an way to find out “what everyone else has downloaded” (the Hall-of-Fame) and “what everyone else is downloading” (the existing Top-downloads list).Everyone who gets an iPhone can quickly get up to speed with what’s best out there.
But what it really does is turn more and more of the attention in the direction of fewer and fewer applications, ultimately stifling innovation. If the Internet was managed the same way, we’d all have MySpace rather than Facebook accounts, we’d be getting directions from MapQuest, not Google Maps, and this blog would have been a GeoCities page. To enable innovation, the “long tail‘ has to be long enough and thick enough for some good stuff to emerge – and ultimately displace the people at the top. But if it’s too hard to get noticed, even great stuff will just dry up and die before it is. So no long tail – or a very thin and shrivelled one.
So what comes next?
I have no idea. I think new iOS developers will find it even harder to penetrate that market. And incumbents will get an even bigger piece of the pie.
Where should app discovery be headed?
In my mind – probably something similar to the way Google displaced Yahoo. An effective Search mechanism, based on keywords possibly. It should study how people relate to apps, which apps are downloaded by whom, rank relationships between apps and users, possibly in an analogous way to Google PageRank, and take into account velocity and current trends, much more than it does historical downloads. A marketing mechanism based on the keywords search would make much sense too.
Any better ideas out there?