Unpacking the Reasons Behind Audible’s Direct Purchase Policy in iOS Apps

Introduction

Audible’s iOS app has drawn criticism and curiosity from users who are unable to directly purchase audiobooks within the app. This policy is a direct result of Apple's stringent App Store policies, specifically concerning in-app purchases and transaction fees. In this article, we will explore the reasons behind this decision and how users can still enjoy the benefits of purchasing audiobooks from Audible.

Why Does Audible Not Allow Direct Purchases?

Audible primarily refrains from allowing direct purchases within its iOS app due to Apple's 30% commission on in-app purchases. This policy can significantly impact Audible's profit margins, prompting the company to direct users to purchase audiobooks directly through its website instead. This approach not only allows Audible to retain more revenue but also provides better pricing options for users.

How This Affects Other Platforms

The same principle applies to Kindle books on the Kindle iOS app. Amazon, which operates similarly to Audible, does not want to give Apple a cut of their sales through the App Store. Consequently, users are directed to the website for a purchase, after which they can download their book using the app.

The Broader Context

Sharing a percentage of the revenue with Apple is not in the best interest of content providers. Therefore, many platforms, including Amazon, have stopped offering in-app purchases. Instead, these companies guide users to a web browser login to complete their purchases, avoiding the App Store commission.

Personal Experience and Insights

Some users argue that they can still access Audible on their iPad. However, the decision to use a smart speaker or a smartphone for listening needs to be considered, as it offers convenience in different scenarios.

Updates on Deadlines and New Features

There have been updates to Audible's policies, which recently allowed users to purchase audiobooks directly through the app, starting in 2019. However, this was initially limited to users with credits and the ability to make purchases on the Audible US marketplace. In the UK, the option was extended until the end of the year.

Conclusion

The policy of not allowing direct purchases within the iOS app is primarily a strategic decision made to ensure maximum profitability. While users may find this inconvenient, the availability of alternative methods for purchasing and enjoying audiobooks remains accessible. As the market evolves, we can expect to see further changes in these policies to better serve both content providers and consumers.

Final Thoughts

In conclusion, understanding the reasons behind Audible's decision to direct users to its website for purchases can help alleviate concerns and help users maximize their audiobook enjoyment. With the recent updates, users now have more flexibility in accessing and paying for content directly within the app.