:: SILVER MEDAL WINNER
:: ROLLING RIGHT ALONG
:: YAWN
Since the launch of 3.0, I've seen just about 0 successful attempts at in app purchasing. With the pricing scale the way it is, and customers unwillingness to buy things that cost more than a dollar, I wonder if it will ever take off, unless the in-app purchases are going for something around a nickel.
To beat this lack of use, Apple, unwilling to let anything not named Apple TV whither away and die, has decided to let in-app purchasing be available on free apps, making way for a new 'buy it if you like it' system.
You can also simplify your development by creating a single version of your app that uses In App Purchase to unlock additional functionality, eliminating the need to create Lite versions of your app. Using In App Purchase in your app can also help combat some of the problems of software piracy by allowing you to verify In App Purchases.
The app industry seems to have mixed feelings but all see somewhat excited about the change.
"This announcement changes the landscape of the App Store as we know it," said Colin Smith, co-founder and vice president of Freeverse. "It's not clear just yet how quickly it will change, but you can be sure that this will be significant. Freeverse is currently discussing how to incorporate this change into our development plans."
Bryan Barletta, Developer Relations for Medialets and former Editor in Chief of 148apps, has an interesting take on the subject. "Part of me is excited. The ability to do one app that is both a lite and full version will reduce some clutter going forward once adoption has taken place and we'll most likely see more free apps hit the store knowing that they can charge at a later time." He warns though that "the App Store could easily turn into a pay-to-play market, where you download a shell of an app with no content in it until you purchase a DLC package. There will be people who use it right, and they will be showcased for it, but I'm still not sure this was the best idea. So few apps have actually implemented in app purchasing on a paid side."
So is this the beginning of the end for lite versions of apps, or will this just become a really annoying way for apps to appear free, even when they aren't? I can just envision the day that The Sims 4 comes out, for free, with no furniture or clothing available... I can't wait.
One of the big features for iPhone OS 3.0 is in-app purchasing. The feature allows you to buy expansion packs for games and applications while in the application. It's a way to extend the game a little while not requiring you to purchase a whole new application.
Now that 3.0 has gone live, we've got first looks at a couple games that have been upgraded to take advantage of these features.
Flick Fishing from Freeverse
Freeverse have launched an updated to Flick Fishing today that takes advantage of in app purchasing by allowing you to buy a new level called Private Island for $0.99. This island adds both a new location to fish in the game along with some new fish and a new game mode, Fish Jack.
One thing that is interesting is that the Flick Fishing app is currently $0.99 itself. Unfortunately developers can't offer in-app purchasing for less than $0.99. It has to be the same price points as apps in the app store ($0.99 - $999.99, in increments of $1.00). Another requirement is that the apps that utilize in-app purchasing must be paid apps -- free apps can not offer in-app purchasing.
Enigmo from Pangea Software
Pangea has updated Enigmo to allow you to purchase level packs directly in the game. The expands their previous offering that allowed you to download user-created level packs. Currently available are 2 different kids level packs that are specifically designed simple levels for kids. Each of the 2 packs contains 25 new levels and costs $0.99.
One special feature that Enigmo exposes right on the level purchase screen is the ability to restore previous purchases. This requirement from Apple is a fairly recent development. Apple has told developers that they need to provide a way for users to get back anything they have purchased in-app in case of data loss. In other words if you purchase something in the app and your phone needs to be restored, there needs to be a way for you to get back the items that you purchased. It will be interesting to see how different developers handle this requirement.
I think we'll quickly see lots of games add options for in-app purchasing. While these two games have done it correctly, we'll see lots of developers do it the wrong way -- provide too little value for the money. While developers are trying to increase revenue in an app store with slowly dropping prices, consumers used to those lower prices are going to be hesitant to make in app purchases without a great incentive to buy.