Every year, Apple’s Worldwide Developers Conference (WWDC) brings a flurry of excitement as the tech giant unveils its latest innovations in iOS and iPadOS. This year’s announcement of iOS 18 and iPadOS 18 has introduced a slew of new features, from advanced password management to customizable emojis and call recording. However, beneath the surface of these eagerly anticipated updates lies a trend that has become increasingly familiar in the tech world: Apple’s tendency to ‘sherlock’ third-party apps. This practice, named after Apple’s 2007 decision to include a built-in search function that overshadowed a popular app called Sherlock, involves Apple incorporating features that have previously been the domain of independent developers.
The Evolution of Sherlocking
The term “sherlocking” refers to Apple’s practice of integrating features into its operating system that render third-party apps redundant. Historically, Apple has used its vast resources and market influence to introduce functionalities that directly compete with smaller developers’ offerings. For instance, when Apple introduced the Spotlight search feature in macOS, it effectively outmoded many third-party search utilities.
In recent years, this practice has continued with notable examples. Apple’s introduction of a comprehensive email client with advanced features threatened the existence of specialized email apps. Similarly, the addition of a health tracking app challenged the viability of fitness and wellness applications.
The Latest Victims in iOS 18
With the rollout of iOS 18 and iPadOS 18, several existing third-party apps are facing the risk of obsolescence:
- Password Management Apps: iOS 18 introduces an advanced password management system, including features for auto-filling passwords and secure storage. While apps like 1Password and LastPass have long been essential for managing credentials, Apple’s native offering could potentially diminish their necessity for casual users.
- Call Recording and Transcription Apps: The new call recording and transcription features integrated into iOS 18 directly challenge apps that specialize in these functions, such as Rev Call Recorder and Otter.ai. Apple’s built-in capabilities offer similar services without the need for additional software.
- Custom Emoji and Sticker Apps: Apple has expanded its emoji and sticker customization options in iOS 18, making it easier for users to personalize their messages. This move directly impacts apps like Bitmoji and Sticker Maker, which have thrived by offering extensive customization.
- Note-Taking and Transcription Apps: With the addition of new note-taking and transcription features, apps like Notion and Bear might find their user base affected. Apple’s integration aims to provide seamless functionality that could appeal to users who prefer an all-in-one solution.
Impact on Developers and Consumers
The introduction of these native features can have significant consequences for third-party developers. On one hand, it challenges smaller developers to innovate further and offer unique value propositions to maintain their relevance. On the other hand, it can lead to a reduction in the diversity of available apps, as those unable to compete may be forced to shut down or pivot.
For consumers, Apple’s approach provides the convenience of having integrated features without the need to download additional apps. However, this convenience comes at the cost of potentially limiting choices and stifling innovation within the app ecosystem.
Conclusion
Apple’s practice of sherlocking third-party apps is a double-edged sword. While it enhances the functionality and user experience of its devices, it also puts pressure on independent developers to constantly evolve or face obsolescence. As iOS 18 and iPadOS 18 roll out, the industry will watch closely to see how developers adapt and how this trend shapes the future of app development. For now, iPhone and iPad users can look forward to an array of new features, but they should also be aware of the broader implications of Apple’s ever-expanding ecosystem.
