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苹果vs微信:“神仙打架”不能让用户买单

2017-04-24 17:23:23   中国经济网

苹果与微信此次“短兵相接”,更多反映出两大巨头关于游戏规则的一场“暗战”。即便如此,也绝不能将绑架用户利益、通过随意更改产品功能,作为自己占领高地的“撒手锏”。无论苹果还是微信,依然要以用户使用方便和权益保护为首要考虑

微信和苹果这次“亲密接触”算不上愉快。4月19日,微信方面宣布,由于苹果新规定对应用内支付规则作了变更,因此关闭iOS版微信公众平台及表情平台赞赏功能;苹果回应称,“微信可以选择提供App内购买,让用户赞赏他们喜爱的公众号运营者”。微信此后曾在短时间内向用户提供了“二维码转账”的替代办法,但4月20日凌晨,通过二维码转账“打赏”公众号和表情作者的功能也被关闭。

仅从事件本身来看,苹果的诉求似乎一以贯之,即要求微信用户必须使用苹果的“iOS应用内付费”来“打赏”。根据iOS的游戏规则,这意味着苹果要分成30%。然而,按照苹果自己的开发者协议,只有需要在APP内付费解锁特性或功能时(比如,订阅、购买游戏币、新内容访问权限等),才必须使用iOS应用内付费。实际上,无论打赏公众号还是表情作者,用户并没有获得新的权限或者功能,因此苹果的“游戏规则”能否成立,还是未知数。

那么,为何苹果如此强硬?业界的普遍观点是,微信小程序能够对独立APP实现替代,这相当于抢了苹果的“生意”;微信的付费订阅也在绕过苹果支付体系和规则。在封闭的iOS生态中,苹果本来是整个平台的主导者和控制者,但如今微信有可能依靠巨大的流量和用户黏性分走一部分主导权,这对苹果来说,流走的可是“真金白银”,自然难以忍受。微信对平台生态主导权的态度同样强硬,此前“屏蔽支付宝红包”“屏蔽网易云音乐”等“闭门谢客”的举动还历历在目,它似乎也不愿俯首称臣,宁可砍掉iOS版的赞赏功能。

不过,对微信用户来说,“赞赏”并非核心功能;苹果与微信的“短兵相接”,更多反映出两大巨头关于游戏规则的一场“暗战”。只是,傲慢而强硬的互联网巨头之间的这场角力,究竟有没有充分考虑到用户体验?今天微信能关闭“赞赏”,明天如果付费订阅被要求不能使用微信支付,难道也会被“砍掉”?若果真如此,已经订阅了的苹果用户又该怎样处理?

巨头们希望构筑自己的生态体系,成为“老大”一呼百应,这样的心态可以理解。但“神仙打架”不能让用户买单,苹果不能想当然地用自己的开发者协议号令天下,微信同样不能简单粗暴地处理产品功能。毕竟,苹果系统和作为“超级入口”的微信,都强大到用户除了“我为鱼肉”之外,无法“用脚投票”。

移动互联网的“战争”不管多么硝烟弥漫,普通用户不管处于多么弱势的地位,巨头们也绝不能将绑架用户利益、通过随意更改产品功能,作为自己占领高地的“撒手锏”。从这一点看,一旦将来与苹果的争议上升到付费使用核心功能,腾讯或者冒产品下架的风险提供替代方案,又或许只能服从于苹果的生态体系。

用户是珍贵的资源,移动互联网强者恒强的“马太效应”虽然难以避免,但在竞争中,在提升自己话语权、寻找“钱途”的同时,无论苹果还是微信,依然要以用户使用方便和权益保护为首要考虑。毕竟,这是互联网市场能够良性运行的基础所在。

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