When online education meets Apple tax


Editor’s Note: This article comes from the WeChat public account of the China (ID: xiangsanyi007), Wen/Cai Feng, 36氪 authorized to release.In September, it was supposed to be a surge in the number of downloads and users of educational enterprises. Whoever learned the app was taken off the Apple App Store at the beginning of the month, and no one knows what happened.After being put on the shelves again, whoever learns the course on the iOS side will increase the price by 30%.Explain that it is used to offset the sudden increase in the “Apple tax.”After all, the “Apple Tax” is still a matter of online education, and people in the industry are worried.This has been plagued by high customer costs and a low profit margin. 30% service charge is nothing short of an online education institution.Acceptance means facing a greedy bottomless pit. Balancing the platform and users to maximize the company’s interests will be a big problem; if it is not accepted, it will face the possibility of being removed.The behavior of being wrapped up is unwilling, but the two difficult choices need to be faced.The online education that was targeted was removed the next day, and whoever learned to publish the “Declaration and Temporary Solution for Who Should Learn the Short-term Removal of the iOS Client” through its WeChat public account.The plan said: “Because the US Apple Company mandates that consumers purchase courses must use Apple IAP to pay and pay 30% of the order amount as their service fee, and ask us to cancel the WeChat payment and Alipay payment channel, if you do not agree with who to learn AppApple Appstore will not be able to download, in order to protect the interests of consumers, so we are forced to first off the Apple AppStore with whom to learn App.” The statement is not long, but it is enough to reveal the helplessness of who to learn.According to Apple regulations, if you download the app for free, but provide the digital function or content purchase item in the app, the user must complete the payment in Apple’s App purchase system (Apple IAP), and the developer must pay 30% “Apple tax”.Developers who purchase or acquire content outside of the app, such as books, music, and video apps, can get all the benefits.To put it simply, the provision of virtual products requires taxation, and online education based on courses is just a shot.Compared with the old version, after re-launching, the app is completely functionally identical. The difference is that the new version cancels the WeChat and Alipay channels, the user pays the “study currency” to purchase the course, and the scholarship needs to be paid through the IAP.According to the current scholarship package, 18 yuan can buy 12.35 yuan, 50 yuan can buy 34.3 yuan, 118 yuan can buy 80.96 yuan, 218 yuan can buy 149.56 yuan, 518 yuan can buy 355.39 coins…By analogy, the actual payment price of users increased by 31.39%.(Who learns the iOS course purchase form and price) The industry believes that whoever is used to learn is not only because its product form and payment method collide with Apple’s rules, but its good performance since its listing also makes itBecome the “eye in the eye” of Apple.According to the latest financial report, with whom to learn 2019Q2 net income of 353.7 million yuan, an increase of 413.4%.According to its forecast for the third quarter, net income is between 486 million yuan and 506 million yuan, a year-on-year increase of between 390.9% and 411.1%. The growth strength and development momentum are positive, which will inevitably lead to Apple.Attention.However, with whom to learn, in the past two months, I have not seen other online educational institutions have the same experience.Investing in education to query New Oriental Online, fluent, learning and thinking online school, 猿 counseling and many other online education products, need to buy items within the App, whether it is “study currency”, “diamond”, “K coin”, “coin” or otherForms are all equivalent purchases.And now, many apps can still be paid outside of Apple.VIPKID and 51Talk clearly stated that they have not been affected by the investment education.(猿Training course payment page) Some people in the industry believe that the reason for learning to be removed is because Apple’s definition of “virtual product” was not clear enough. “Where is the product with such live broadcasts?Not clear.” However, similar products are not worried afterwards.Today’s summer vacation, 猿 counseling, homework help, learning and thinking network school and many other K12 online school marketing campaign.A few days ago, Hou Jianbin, the founder of the homework, announced the results in public. The total number of summer students who helped to teach a class reached 2 million, and the number of students enrolled in the autumn increased by 400%.Hou Jianbin said that the total number of users of K12 online market this summer exceeded 10 million, and the participation rate of 180 million primary and middle school students was calculated according to 40% to 50%, which means that 10% of target users are already online education users.Undoubtedly, for the online education, Apple will not only expand the scope of the review, but will also be more closely watched.Apple’s helplessness is still unwilling to be deliberately wrapped up, but it is not just an education company.More than two years ago, Apple updated the App Review Guide, which stipulated that all subscriptions, game currency, paid content, unlocking, etc. in the application must be completed through IAP, and the Apple platform charges a 30% service fee.In July this year, the medical industry also experienced some interference from the Apple tax.The IOS version of the online medical platform, such as Dr. Chun Yu, Dr. Clove, and Good Doctor Online, have been stopped. The channels for Alipay and WeChat payment have also been closed. The reason is that IAP service is not used in the Apple Store and 30% service fee is paid.Due to the large proportion of service fees collected, Apple has been repeatedly “cracked” and accused of “monopoly” behavior, calling for more than one or two.In July of this year, some iOS developers filed a complaint with the Northern California District Court. They believed that Apple used anti-competitive means to form a monopoly in the iOSApp market, imposed mandatory requirements on developers at the time of pricing, and “taxed” developers.In addition to developers, large developers are also angry about this.At the end of last year, Netflix announced that it would close the payment on Apple’s mobile device. If users want to watch the content, they need to log in to the official website to pay the subscription fee.In China, the differences between WeChat and Apple have been well known.Due to Apple’s 30% policy, WeChat closed the appreciation feature of the public article in April 2017.Last year, Apple and WeChat reached a compromise, appreciating the reopening of the function, but the appreciation was changed to direct payment to the author, and Apple promised not to charge 30%.It is not difficult to understand that for Apple, accelerating the “Apple tax” is a good way to guarantee revenue and low cost.Faced with a number of innovative brands such as Huawei and Xiaomi, Apple’s advantages have gradually declined, and sales performance is not as good as before.According to Apple’s 2019 third-quarter earnings report, revenues were 53.8 billion US dollars, up only 1% year-on-year; net profit was 100.44 billion US dollars, down 13% year-on-year.In contrast, the service business of the AppStore grew steadily, and the financial report showed that the revenue of non-iPhone products increased by 17%.Whether Apple is deliberate or helpless, online education companies will have to pay a lot of attention to the Apple tax that they can’t avoid.At a time when costs are high, it is undoubtedly the most “simple and rude” method to pass the cost to the user, but the consumer will not really buy it.Fluent said, fisheries and other enterprises have indicated to the investment education that they have previously paid according to Apple regulations.Then, when the platform is satisfied, whether the user’s interests will be damaged, how to balance the interests between users and platforms becomes crucial.”We will actively communicate with Apple to fully express our reasonable and legitimate demands and safeguard the legitimate rights and interests of consumers and us. At the same time, we will use technical means to ensure the quality of the courses of PC, Android and other ports, and based on Apple.Software and hardware environment, research and development of small programs and other new port channels.” Well-known education group related people expressed the next response to the investment education.In the face of Apple tax, online education companies have entered a state of alert.At the moment, finding a way out may be more practical than calling for a bitter day.The header image is from pexels.