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Former Apple + TestFlight employee here (3 years at TF + 2 at App Store post-acquisition)

Apple is very territorial about developer tools. They do allow certain businesses (like Fastlane) to operate in this space (a tacit acknowledgement that those tools provide value) yet they deny others (like Windmill) the right to operate.

This follows the typical Apple ethos of "we can do it better because we're vertically-integrated". However this only works if your product is damn-near perfect. And Apple is infamously imperfect when it comes to software/services.

On top of the competence issue, they also have no real motivation to improve tooling. They know that developers will build stuff no matter how onerous the terms, and no matter how nitpicky is their approval process.

If they re-framed their perspective, and began considering devs as "users" in their own right, then perhaps they, too, would experience the tender love + attention that Apple lavishes on its end users. But this is simply not how they view it, and there is little political will inside Eddy's org to accomplish such a shift.




> ... have no real motivation to improve tooling. They know that developers will build stuff no matter how onerous the terms ...

There is absolutely no way anyone could have been worse than Google in first 4-5 years of Android.

One company that got tooling right was Microsoft. Unfortunately, they had other problems.

(Nokia was good too, Qt studio was awesome)


> There is absolutely no way anyone could have been worse than Google in first 4-5 years of Android.

Are you kidding? Google was a dream. Try blackberry. Or try J2ME. (which wasn't too bad, but nowhere near as good as Goodle or Apple in the early days).


>However this only works if your product is damn-near perfect. And Apple is infamously imperfect when it comes to software/services.

Which is something not just with Developers tooling, Apple seems to have problem with scaling. When they were focused on the iPhone, literally every other part of their business get completely neglected.

There are lots of low hanging fruits not just in developers tools, but they don't seems to care. Instead they spend massive resources on stupid Shows for Apple TV+. Every time I see hundreds of million spent on Shows and that heartless attempt called Apple Music I just felt Apple needs a taste of awful medicine that Steve Jobs once had.


I think BuddyBuild is an interesting point similar to Fastlane because they were IIRC acquired and shut down the cross-platform side of their operation. I’ve always been curious about the motives for that move, given the apparent organizational disagreement at Apple over the value of developer experience.

*: https://www.buddybuild.com/blog/buddybuild-is-now-part-of-ap...


I don't know, if you came in via the acquisition, seems like you would have used the correct company name and not "TestFlight".


There were two names, but it might be confusing to use the other one, even though that’s what the company was called. I still have a bunch of their shirts that one of the Bens gave me :)


What is the "correct company name" that they should have used? Was the company not called TestFlight?


Looks like the company was called Burstly, and besides TestFlight they also had an in-app ad platform called SkyRocket, and a mobile analytics product called FlightPath.

https://techcrunch.com/2014/02/21/rumor-testflight-owner-bur...


TestFlight was acquired by Burstly.




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