Welcome back to This Week in Apps, the TechCrunch series that recaps the latest OS news, the applications they support and the money that flows through it all.

The app industry is as hot as ever, with a record 204 billion downloads and $120 billion in consumer spending in 2019. People are now spending three hours and 40 minutes per day using apps, rivaling TV. Apps aren’t just a way to pass idle hours — they’re a big business. In 2019, mobile-first companies had a combined $544 billion valuation, 6.5x higher than those without a mobile focus.

Here Comes Apple One

Thanks for all the market research, app developers.

Apple issued a slight beat on earnings this week, despite the COVID pandemic and a 20% decline in iPhone sales year-over-year, including a drop in China.

But for app developers who already have a large install base to serve across Apple’s mobile devices, it’s Apple’s expansion into the services market that may draw more attention. Apple continues to edge its way into nearly every category that has proven popular on mobile devices. Streaming music? Apple Music. Streaming TV and movies? Apple TV+. Paid news and magazine subscriptions? Apple News+. Cloud storage? iCloud. Payments? Apple Card and Apple Pay. Gaming? Apple Arcade. And so on.

Its latest effort, launching on October 30, is Apple One — a way for users to pay for multiple Apple services in a single bundle.

At launch, the $14.95 per month Individual bundle includes Apple Music, Apple TV+, 50GB of iCloud storage and Apple Arcade. The same thing as a Family Plan (up to six people) is $19.95 per month and ups the iCloud storage to 200GB. And for $29.95 per month on the Premier plan, you get 2TB of iCloud storage, and add in Apple News+ and the new Fitness+, which arrives later this quarter.

While each plan saves a little money than if paying individually, the most value can be found at the higher end. Which means Fitness+ could immediately gain an influx of new subscribers, even if the user primarily opted for the Premier plan because of its access to News+. That means Fitness+ doesn’t even have to try that hard to compete with third-party membership-based fitness apps. Instead, Fitness+ acquires users by its association with other known and valued Apple services.

As Apple stretches itself into new services markets — say, AirTags subscriptions, or something we haven’t thought of yet — like subscription medications (Health+?), financial news (Stocks+?), ridesharing (Car+?) social (FaceTime+?) — it will have a head start on user acquisition.

For app developers finding themselves having done the job of proving the market for a subscription-based business in their category, they’ll then be thrust into the role of trying to value add on top of a baseline product that offers a deeper integration with the iOS operating system than they’re allowed.

Cloud gaming’s unknown future on iOS

Speaking of services…this week Facebook launched its cloud gaming service that offers free-to-play games that Facebook users can play without leaving the social app.

The games are streamed from the cloud (meaning, Facebook’s servers), instead of requiring users download the titles locally.

This format for mobile gaming makes sense in mature markets that are now steadily moving to 5G. However, Facebook’s new service is only available on desktop and Android — not on iOS.

Facebook excluded Apple devices from the launch, citing Apple’s “arbitrary” policies around third-party apps. Though Apple recently updated its guidelines, it still doesn’t allow applications to act like third-party app stores where games are bought, used and streamed from within the main app directly. Instead, it’s permitting the model GameClub pioneered as a means of working around Apple’s rules last year. That is, there is a main app where users can subscribe and browse a catalog, but each individual game has to be listed on the App Store individually and be playable in some way — even if it’s just a demo.

There’s one school of thought (a point Facebook keeps pushing) that says Apple’s rules here are losing it money.

After all, Facebook says its avoidance of iOS is not about the 30% commission — it’s paying that on Android, in line with Google Play policies. Oh, why oh why doesn’t Apple want its 30%, too?, Facebook cries.

The answer is because Facebook’s iOS snub is part of its long-term strategy. To say it’s not about the money is disingenuous. Facebook at launch is already taking the 30% when in-app purchases are made on the web version of its cloud gaming services.

What’s really happening is that Facebook is making a calculated risk. It’s betting that regulators will ultimately force Apple to permit third-party app stores on iOS and maybe even end Apple’s requirements around in-app purchases, allowing alternative payments. If that comes to pass, the 30% goes back in Facebook’s own pocket.

Even if regulators only push Apple to allow third-party payment systems in addition to the Apple Pay requirement, Facebook could still make money when users picked the Facebook payment option. And it’s ready. Facebook has already built out Facebook Pay infrastructure and it’s now encouraging Facebook Pay usage by redesigning Facebook and Instagram as online shopping platforms.

This all makes the near-term loss of cloud gaming users on iOS worth the risk. Instead of catering to the iOS base, Facebook is raising a stink about “Apple’s rules” to make it look like Apple is harming the market and stifling competition. In reality, Facebook could very easily list its handful of gaming titles separately, if it desired, as per Apple’s current rules — especially because many are more casual games than those found on xCloud or Stadia.

But that wouldn’t help its larger goal: to see Apple’s App Store regulated.

It’s not even like Facebook is being shy about its motives here. CEO Mark Zuckerberg has publicly stated that Apple’s control of the App Store “deserves scrutiny.”

“I do think that there are questions that people should be looking into about that control of the App store and whether that is enabling as robust of a competitive dynamic,” he said in an Axios interview. “…I think some of the behavior certainly raises questions. And I do think it’s something that deserves scrutiny.”

TikTok Goes Shopping

Remember how Walmart angled in on that TikTok acquisition (whose status is still unknown) and everyone was wondering what the heck Walmart was doing? Well, it was thinking ahead.

TikTok this week partnered with Shopify on a social commerce initiative. The deal aims to make it easier for Shopify’s moer than 1 million merchants to reach TikTok’s younger audience and drive sales, by creating and optimizing TikTok campaigns from their Shopify dashboard.

The ad tools allow merchants to create native, shareable content that turns their products into In-Feed video ads that will resonate with the TikTok community. Merchants will be able to target their audiences across gender, age, user behavior and video category (see, TikTok does have SOME data on you!), and then track the campaign’s performance over time.

As a part of this effort, Shopify merchants can also install or connect their “TikTok Pixel” — a tool that helps them to more easily track conversions driven by their TikTok ad campaigns.

The campaigns’ costs will vary, based on the merchant’s own business objectives and how much they want to spend.

The partnership will eventually expand to include other in-app shopping features, as well.

The TikTok-Shopify partnership could help the video platform better compete against other sources of social commerce, including the growing number of live stream shopping apps as well as efforts from Facebook and its family of apps.

Platforms

• Epic says Apple has “no right to the fruits of Epic’s labor” in its latest court filing. “Consumers who choose to make in-app purchases in Fortnite pay for Epic’s creativity, innovation and effort—to enjoy an experience that Epic has designed,” the filing said. The company is making the point that it did the work to create an in-game marketplace for its players to use. The App Store and its payments system are not necessary — they’re forced upon Epic so Apple can ” maintain its monopoly,” Epic’s lawyers said.
• Adoption of iOS 14 reaches 46.36% six weeks after launch, according to Mixpanel data.
• Apple releases App Store server notifications into production. The notifications provide developers with real-time updates on a subscriber’s status, allowing app makers to create customized user experiences.
• Facebook provides new guidance for partners on iOS 14 SKAdNetwork. The company said it will release an updated version of the Facebook SDK by early Q1 to support the upcoming iOS 14 privacy feature requirements, noting that “guidance from Apple remains limited.” The new version of the Facebook SDK will provide support for Apple’s SKAdNetwork API and conversion value management.
• Google tests a new “app comparison” feature on Google Play that lets you analyze multiple apps across metrics, like ease of use, features, downloads and star rating. Google confirmed the test was live, but downplayed it saying it was “small” and the company had no plans for a broader rollout at this time.

• Apple search crawler activity could be pointing to Apple’s plans to build its own search engine to rival Google. In iOS 14, Apple can now display its own search results when users type in queries from its home screen, bypassing Google.
• ExxonMobile embraces Apple’s App Clips. The fuel company will bring the lightweight App Clips and Apple Pay to more than 11,500 Exxon and Mobil gas stations across the U.S., allowing consumers to scan a QR code on the pump to pay via an App Clip version of the ExxonMobil app.

Policies

• Search engine app makers tell the European Commission that the Android choice screen isn’t working to remedy antitrust issues. Ecosia, DuckDuckGo, Lilo, Qwant and Seznam signed the letter to the Commission.
• Big technology platforms asked the E.U. to protect them from legal liabilities over removing hate speech and illegal content, reports Bloomberg, citing a paper from Edima, an association representing Alphabet’s Google, Facebook, ByteDance and others.

Trends

• U.S. home improvement brand app adoption doubled over 2019 since March, per Sensor Tower. As COVID stuck people at home, first-time installs of top home improvement brand apps in the U.S. from March to September 2020 doubled year-over-year, climbing 103%. MAUs grew 35% during that time.
• U.S. Adoption of Food & Drink apps climbed 30% during COVID-19, also per Sensor Tower. Worldwide, these apps saw a slowdown in download growth in Q3 with a +14% growth rate — slower than other previous third quarters.
• Samsung reclaims the No. 1 spot in the Indian smartphone market, beating Xiaomi. The new data from marketing research firm Counterpoint conflicts with a report last week from Canalys, making it a close race.
• Facebook is losing users in the U.S. and Canada. The company reported during its Q3 earnings that user growth in these key markets was slowing after the COVID surge. The company now has 196 million users in North America, down from 198 million in Q2, and it expects the decline to continue. DAUs and MAUs in these markets were also flat or down slightly in the quarter.

Services

• T-Mobile launches its own skinny bundles of live TV for phones. The telco introduced its TVision lineup, which includes four tiers, Vibe, Live, Live+ and Live Zone, at $10, $40, $50 and $60 per month, respectively. Vibe includes more than 30 channels of live and on-demand content, while Live adds live news and sports. The other tiers add even more channels. Add-ons like Starz, Showtime and Epix are also available.
• Facebook launches cloud gaming on desktop and Android, but not on iOS. The company excluded Apple devices from its free-to-play gaming service due to what it called Apple’s “arbitrary” policies.
• Amazon-owned Audible further expands into podcasts. The e-book service is venturing further into podcasts with the addition of 100,000 third-party audio programs it will use to upsell customers into its paid membership plans where they can access an expanded array of originals, or also download audiobooks.
• Spotify to raise prices for its streaming service plans. During its Q3 earnings, CEO Daniel Ek said the company would “further expand price increases” as a result of its expanded content library of originals and exclusive podcasts, which provide more value to listeners. The company has tested price hikes for its Family Plan in several markets already.

Security/Privacy

• True, a social networking app that promised to protect user privacy, found to be exposing private messages and user locations.
• A massive analysis of the COVID-19 tracing app ecosystem tracks the permissions the apps require, SDKs in use, location-tracking abilities and more.
• PUBG Mobile to terminate all service and access to users in India on October 30, after the country banned the game from the world’s second largest internet market over cybersecurity concerns due to its China ties. PUBG already tried cutting ties with its Chinese publishing partner, Tencent Games, but critics called this a Band-Aid if Tencent still had a hand in game development.

App News

• Sony’s PlayStation app gets an upgrade before the PS5 launch on November 12. The updated app introduced a completely redesigned interface, with a home screen where you can see what friends are playing, voice chat support for up to 15 people, integrated messages and PS Store and news. When, the PS5 arrives, the app will allow users to remotely launch their games, manage storage and more.
• Instagram extends time limits on live streams to four hours, the same as Facebook live streams on mobile. It will also soon support archiving of live video content.
• YouTube revamps its mobile app with new gestures, video chapter lists and others changes. The video chapter lists expand the feature introduced in May, and now turn chapters into scrollable lists, each with their own video thumbnail.
• Tinder roll outs Face To Face, its opt-in video chat feature, to users worldwide. The dating company was pushed to accelerate its virtual options due to the pandemic.

• Microsoft Office apps add mouse and trackpad support for iPadOS, meaning you can now use Apple’s new Magic Keyboard with apps like Word, Excel and PowerPoint.
• Cryptocurrency exchange Coinbase is launching a debit card in the U.S. later this year. The Visa debit will work with Visa-compatible payment terminals, online checkout interfaces and ATMs. A mobile app will allow you to control how you want to spend your cryptocurrencies.
• Eko asks court to freeze Quibi assets related to its turnstyle tech. Even though Quibi is shutting down, Eko’s case against the mobile streaming service continues. Eko wants a payout of at least $96.5 million for infringing on its intellectual property.
• Netflix engineers detail the studio apps shift to Kotlin Multiplatform in new blog post.
• TikTok countersues Triller. The China-based, ByteDance-owned video app asks a U.S. judge to rule on Triller’s patent infringement allegations. Triller had filed a suit in late July,
• TikTok parent ByteDance launches a smart lamp with a camera, display and virtual assistant. The device works with a mobile app and its aimed at helping kids with homework, in an education push.
• TikTok expands its in-app Election Guide to include Election Day resources like information about polling locations and hours, services that can help people having voting difficulties and those offering other details how the voting process works, as well as live election results from the AP.

• Corsair acquires EpocCam. Gaming peripheral maker bought smartphone app EpocCam, a top video app that lets users turn their iPhone or iPad into a high-def webcam for their Windows or Mac PC. The app grew in popularity due to the pandemic, and its wide support for major video apps includes Zoom, Skype, OBS Studio, Google Meet and Microsoft Teams. Under Corsair’s Elgato subsidiary, the app has been relaunched to fit into the company’s expanded ecosystem of content creation tools.
• Digital health startup Nutrium raises $4.9 million led by Indico Capital for its service and app which links dietitians and their patients.
• Bay Area-based Jiko raises $40 million Series A from Upfront Ventures and Wafra Inc. for its mobile banking startup.
• Helsinki-headquartered app management startup AppFollow raises $5 million Series A led by Nauta Capital. The company now has 70,000 clients on its platform, including McDonald’s, Disney, Expedia, PicsArt, Flo, Jam City and Discord.
• Mobile device management startup Kandji raises $21 million Series A in a round led by Greycroft. The startup’s MDM solution helps larger companies manage their fleet of Apple devices and keep them in compliance.
• SimilarWeb raises $120 million for its AI-based market intelligence platform for websites and mobile apps. The company counts more than half of the Fortune 100 as customers, including Walmart, P&G, Adidas and Google.
• Phone forensics company Grayshift, a startup that helps feds break into iPhones, raises $47 million. The round was led by PeakEquity Partners, for the company that claims to have doubled adoption, revenues, and employees in the last year.
• Intelligent visual assistance startup TechSee raises $30 million to automate field work with AR and computer vision.
• Betty Labs, parent company to Locker Room, a new social audio app connecting sports fans for live conversations, raised $9.3 million in seed funding led by Google Ventures.
• Mobile gaming company Scopely raises $340 million at a $3.3 billion valuation. Scopely had just raised $200 million last year. Unlike other gaming giants, Epic and Unity, the company doesn’t make tools for gaming, it focuses on keeping players engaged. Today, those users spend 80 minutes per day on games like its Star Trek Fleet Command, MARVEL Strike Force, Scrabble GO and YAHTZEE with Buddies.

Filtertune

From the makers of Facetune, this new iOS app lets influencers create custom filters that can be shared across social media along with their photos, allowing fans to snap a screenshot of the photo — which includes a QR code on a banner — into order to import the custom preset photo filter into the app’s library. The filter can then be used to edit photos, and further personalized by the end user.

Clips 3.0 eyes TikTok with its biggest update ever

Apple rolled out an updated version of its casual video creation app, Clips. Before, the app only supported Instagram-like square video, but the new version, Clips 3.0, expands to include support for vertical and horizontal video, making it easier to export videos to apps like TikTok.

The new app also features a refreshed interface on iPhone and iPad, HDR recording with iPhone 12, support for a mouse, trackpad and keyboard cases on iPad, along with other smaller changes, like new stickers, sounds and posters. There are eight new social stickers (like “Sound On” for Instagram Stories), 24 new royalty-free soundtracks (bringing the total library to 100), and six new arrows and shapes, as well as a set of poster templates to use within videos.

Backbone

The Backbone app works with the new $99 Backbone One mobile gaming controller for iPhone that lets you play games like Call of Duty: Mobile, Minecraft, Asphalt 9: Legends, hundreds of Apple Arcade titles and other iPhone games that support game controllers.

The controller also includes a Capture Button that lets you record gaming clips to share directly to social platforms like Instagram Stories and iMessage.

Read the TechCrunch review here.

New Releases in iOS 14 Widgets

• Pinterest: The pinboarding app jumps into widgets with an update that lets you put either a small or large widget on your home screen that pulls photos from a Pinterest board — either one you follow or one you created. This allows you to set up a widget that rotates through a set of photos from an online resource, instead of requiring you to keep an on-device photo gallery.
• TikTok: The short form video app updated this week to include three different widgets from small to large that allow you to easily access trending videos and sounds right from your iOS home screen.
• Widgit: This new widget lets you put GIF-like animated images on your iOS 14 home screen (in-app purchases).

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It wasn’t the lingering exhaustion that made Christine Huang, a New York public school teacher, leave the profession. Or the low pay. Or the fact that she rarely had time to spend with her kids after the school day due to workload demands.

Instead, Huang left teaching after seven years because of how New York City handled the coronavirus pandemic in schools.

“Honestly, I have no confidence in the city,” she says. Tensions between educators and NYC officials grew over the past few weeks, as school openings were delayed twice and staffing shortages continue. In late September, the union representing NYC’s principals called on the state to take control of the situation, slamming Mayor de Blasio for his inability to offer clear guidance.

Now, schools are open and the number of positive coronavirus cases are surprisingly low. Still, Huang says there’s a lack of grace given to teachers in this time.

Huang wanted the flexibility to work from home to take care of her kids who could no longer get daycare. But her school said that, while kids have the choice on whether or not to come into class, teachers do not. She gave her notice days later.

There are more than 3 million public school teachers in the United States. Over the years, thousands have left the system due to low pay and rigid hours. But the coronavirus is a different kind of stress test. As schools seesaw between open and closed, some teachers are left without direction, feeling undervalued and underutilized. The confusion could usher numbers of other teachers out of the field, and massively change the teacher economy as we know it.

Teacher departures are a loss for public schools, but an opportunity for startups racing to win a share of the changing teacher economy. Companies don’t have the same pressures as entire school districts, and thus are able to give teachers a way to teach on more flexible hours. As for salaries, edtech benefits from going directly to consumers, making money less of a budget challenge and more of a sell to parents’ wallets.

There’s Outschool, which allows teachers to lead small-group classes on subjects such as algebra, beginner reading or even mindfulness for kids; Varsity Tutor, which connects educators to K-12 students in need of extra help; and companies such as Swing and Prisma that focus on pod-based learning taught by teachers.

The startups all have different versions of the same pitch: they can offer teachers more money, and flexibility, than the status quo.

Underpaid and overworked teachers

There’s a large geographic discrepancy in pay among teachers. Salaries are decided on a state-by-state and district-by-district level. According to the National Center for Education Statistics, a teacher who works in Mississippi makes an average of $45,574 annually, while a teacher in New York makes an average of $82,282 annually.

Although cost of living factors impacts teacher salaries like any other profession, data shows that teachers are underpaid as a profession. According to a study from the Economic Policy Institute, teachers earn 19% less than similarly skilled and educated professionals. A 2018 study by the Department of Education shows that full-time public school teachers are earning less on average, in inflation-adjusted dollars, than they earned in 1990.

The variance of salaries among teachers means that there’s room, and a need, for rebalancing. Startups, looking to get a slice of the teacher economy, suddenly can form an entire pitch around these discrepancies. What if a company can help a Mississippi teacher make a wage similar to a New York teacher?

Reach Capital is a venture capital firm whose partners invest in education technology companies. Jennifer Carolan, co-founder of the firm, who also worked in the Chicago Public School system for years, sees coronavirus as an accelerator, not a trigger, for the departure of teachers.

“We have an education system where teachers are underpaid, overworked, and you don’t have the flexibility that has become so important for workers now,” she said. “All these things have caused teachers to seek opportunity outside of the traditional schooling system.”

Carolan, who penned an op-ed about teachers leaving the public school system, says that new pathways for teachers are emerging out of the homeschooling tech sector. One of her investments, Outschool, has helped teachers earn tens of millions this year alone, as the total addressable market for what it means to be “homeschooled” changed overnight.

Gig economy powered by startups

Education technology services have created a teacher gig economy over the past few years. Learning platforms, with unprecedented demand, must attract teachers to their service with one of two deal sweeteners: higher wages or more flexible hours.

Outschool is a platform that sells small-group classes led by teachers on a large expanse of topics, from Taylor Swift Spanish class to engineering lessons through Lego challenges. In the past year, teachers on Outschool have made more than $40 million in aggregate, up from $4 million in total earnings the year prior.

CEO Amir Nathoo estimates that teachers are able to make between $40 to $60 per hour, up from an average of $30 per hour in earnings in traditional public schools. Outschool itself has surged over 2,000% in new bookings, and recently turned its first profit.

Outschool makes more money if teachers join the platform full-time: teachers pocket 70% of the price they set for classes, while Outschool gets the other 30% of income. But, Nathoo views the platform as more of a supplement to traditional education. Instead of scaling revenue by convincing teachers to come on full-time, the CEO is growing by adding more part-time teachers to the platform.

The company has added 10,000 vetted teachers to its platform, up from 1,000 in March.

Outschool competitor Varsity Tutors is taking a different approach entirely, focusing less on hyperscaling its teacher base and more on slow, gradual growth. In August, Varsity Tutors launched a homeschooling offering meant to replace traditional school. It onboarded 120 full-time educators, who came from public schools and charter schools, with competitive salaries. It has no specific plans to hire more full-time teachers.

Brian Galvin, chief academic officer at Varsity Tutors, said that teachers came seeking more flexibility in hours. On the platform, teachers instruct for five to six hours per day, in blocks that they choose, and can build schedules around caregiver obligations or other jobs.

Varsity Tutors’ strategy is one version of pod-based learning, which gained traction a few months ago as an alternative to traditional schooling. Swing Education, a startup that used to help schools hire substitute teachers, pivoted to help connect those same teachers to full-time pod gigs. Prisma is another alternative school that trains former educators, from public and private schools, to become learning coaches.

Pod-based learning, which can in some cases cost thousands a week, was popular among wealthy families and even led to bidding wars for best teacher talent. It also was met with criticism, suggesting the product wasn’t built with most students in mind.

The reality of next job

A tech-savvy future where students can learn through the touch of a button, and where teachers can rack in higher earnings, is edtech’s goal. But that path is not accessible for all.

Some tutoring startups could create a digital divide among students who can pay for software and those who can’t. If teachers leave public schools, low-income students are left behind and high-income students are able to pay their way into supplemental learning.

Still, some don’t think it’s the job of public school teachers, the vast majority of which are female, to work for a broken system. In fact, some say that the whole concept of villainizing public school teachers for leaving the system comes with ingrained sexism that women have to settle for less. In this framework, startups are both a bridge to a better future for teachers and a symptom of failures from the public educational systems.

Huang, now on the job hunt, says that the opportunities that edtech companies are creating aren’t built for traditional teachers, even though they’re billed as such. So far, she has applied to curriculum design jobs at educational content website BrainPop, digital learning platform Newsela, math program company Zearn and Q&A content host Mystery.org.

“What I’m finding is that a lot of edtech companies don’t seem to value our skills as teachers,” she said. “They’re not looking for teachers, they’re looking for coders.”

Edtech has been forced to meet increasing demand for services in a relatively short time. But the scalability could inherently clash with what teachers came to the profession to do. Suddenly, their work becomes optimized for venture-scale returns, not general education. Huang feels the tension in her job interviews, where she feels like recruiters don’t pay attention to creativity, knowledge and human skills needed for managing students. She has created 30 different versions of her resume.

The lack of suitable jobs made Huang decide to go on childcare leave instead of quitting the education system entirely, in case she needs to return to the traditional field. She hopes that is not the case, but isn’t optimistic just yet.

“I haven’t gotten a whole lot of interviews, because people see my resume; they see that I’m a teacher, and they automatically write me off,” she said.

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