Twitter’s oft-delayed paid verification service is reportedly being https://www.theverge.com/2022/11/29/23485300/elon-musk-twitter-blue-avoid-in-app-fee-ios” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>postponed again, this time due to Elon Musk’s ongoing beef with https://fortune.com/company/apple” target=”_blank” rel=”noopener” class=”sc-bdvvtL lpozya”>Apple and how the Cupertino giant treats in-app purchases.
Twitter CEO Elon Musk had said Twitter Blue would relaunch https://fortune.com/2022/11/25/elon-musk-announces-twitter-newest-verification-plannow-with-gold-checks/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>this coming Friday, but the social media company is now postponing the launch as it tries to avoid paying Apple’s 30% cut of subscription revenue, reports https://www.platformer.news/p/twitters-advertising-losses-are-piling” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>Platformer, a newsletter from tech journalists Casey Newton and Zoe Schiffer.
Twitter’s bid to withhold Apple’s fee for purchases in the iOS app store coincides with Musk’s broadside against the iPhone maker, which he launched with a https://fortune.com/2022/11/29/elon-musk-tim-cook-twitter-apple-advertising-money-app-store/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>series of Tweets this week. On Monday, Musk claimed that Apple had https://fortune.com/2022/11/28/elon-musk-asks-apple-ceo-tim-cook-pulls-twitter-ads/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>pulled most of its ads from Twitter and had threatened to kick the social media network https://fortune.com/2022/11/29/elon-musk-tim-cook-twitter-apple-advertising-money-app-store/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>off the iOS app store.
When Twitter Blue finally launches, it’s expected to look different from what Musk initially proposed. The service will ask users to verify their phone number and cost $8, up a penny from the earlier $7.99 price, reports https://www.platformer.news/p/twitters-advertising-losses-are-piling” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>Platformer.
Neither Twitter nor Apple responded immediately to a request for comment. Twitter reportedly no longer has a communications department. Apple has not publicly acknowledged Musk’s claims.
Musk has complained about the 30% fee as part of his escalating feud with Apple. “Did you know Apple puts a secret 30% tax on everything you buy through their App Store?,” Musk https://twitter.com/elonmusk/status/1597301968208556032?s=20&t=hTVKoddXDmONXV6-FgoRIw” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>tweeted on Monday.
In the technology world, the fee is hardly a secret. In fact, in trying to evade Apple’s cut of subscription revenue, Musk and Twitter join a lengthy battle between those who run smartphone app stores, like Apple and https://fortune.com/company/alphabet” target=”_blank” rel=”noopener” class=”sc-bdvvtL lpozya”>Google, and software developers, including big names like Meta and https://fortune.com/company/spotify” target=”_blank” rel=”noopener” class=”sc-bdvvtL lpozya”>Spotify.
Apple and Google take a cut of any in-app purchases that users make through their smartphone app stores, including subscriptions to services like Twitter Blue. The commission can be as high as 30%, though both Apple and Google have reduced the fee for smaller developers in recent years.
In 2020, Epic Games, the developers of the Fortnite video game, sued Apple, arguing the 30% cut—and the iPhone manufacturer’s rules to ensure developers paid it—were anti-competitive.
In 2021, Judge Yvonne Gonzalez Rogers https://fortune.com/2021/09/13/the-apple-vs-epic-fight-isnt-over/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>ruled that Apple had to allow developers to link to payment systems outside of the iOS app store, which would evade the 30% cut, but stopped short of declaring Apple a monopoly. Epic Games is https://www.reuters.com/legal/fortnite-creator-fight-apple-antitrust-ruling-appeal-hearing-2022-11-14/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>appealing the ruling.
Twitter could try to send its users to payment services outside of the iOS app store, a tactic that could keep the 30% cut of revenue in Twitter’s pocket rather than Apple’s.
The most recent delay of Twitter Blue is the latest setback for the service, which has been pushed back several times since its disastrous launch.
Musk https://www.theverge.com/2022/11/5/23442149/twitter-blue-checkmark-ios-update-elon-musk” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>originally introduced the paid-verification service on Nov. 6. Immediately, some Twitter Blue subscribers impersonated the official accounts of companies like https://fortune.com/company/eli-lilly” target=”_blank” rel=”noopener” class=”sc-bdvvtL lpozya”>Eli Lilly, https://fortune.com/company/lockheed-martin” target=”_blank” rel=”noopener” class=”sc-bdvvtL lpozya”>Lockheed Martin and https://fortune.com/company/nintendo” target=”_blank” rel=”noopener” class=”sc-bdvvtL lpozya”>Nintendo, sharing jokes and https://fortune.com/2022/11/11/no-free-insulin-eli-lilly-casualty-of-elon-musk-twitter-blue-verification-mess/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>false information. Twitter quickly https://fortune.com/2022/11/11/twitter-blue-checkmarks-offline-unavailable-elon-musk-8-dollars/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>suspended the service.
Musk has not given a clear indication of when the service would return. The Twitter CEO first tweeted that the service https://www.theverge.com/2022/11/15/23461244/twitter-blue-relaunch-verification-elon-musk” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>would return on Nov. 29, but has since said that Twitter Blue was being “https://fortune.com/2022/11/22/elon-musk-delays-twitter-verification-rollout-indefinitely-considering-different-color-check-marks/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>postponed indefinitely,” then https://fortune.com/2022/11/25/elon-musk-announces-twitter-newest-verification-plannow-with-gold-checks/” target=”_self” rel=”noopener” class=”sc-bdvvtL lpozya”>would be launched on Dec. 2.
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