Opinion: Apple could have avoided the App Store mess by listening to Schiller in 2011

Apple is currently busy trying to extricate itself from an App Store mess. It’s making calls, writing letters, publishing white papers, and conducting interviews, all in an attempt to reverse the antitrust tide.

Some of the moves it is making frankly signal desperation, and it’s astonishing to me that the company missed an opportunity to enjoy a PR dream instead of its current defensive nightmare.

It’s not like Apple couldn’t see this coming – it had internal discussions about the issue a full decade ago …

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