App Store Piracy: Worse than you think.
Two weeks ago, a minor update to Layers hit the App Store. The update included several important bug fixes and a few features, but one of the most major changes was the addition of a piracy tracking system. Each time the app is used on a jailbroken device, it phones home with a few (anonymized) metrics so that I can track the spread of pirated copies. Software on the Layers server gathers the data and prints out some cool statistics.
Technically cool, that is. Not really “cool” at all. I’ve sold around 1,500 copies of Layers this week and in the same 7 day period, more than 1,780 copies have been pirated. It’s flattering, to some extent; people obviously enjoy the app. However, it’s also evidence to a much larger problem that I feel Apple continues to overlook. The DRM used in iPhone apps hasn’t been changed in ages, and an app on a jailbroken device can be automatically cracked using another iPhone app in a matter of seconds. No command line tools. No hand-editing files. You double click the app’s icon and it cracks it. Done.
For “expensive” apps like Layers, piracy is an especially significant problem. The latest version of Layers runs about 22,000 lines of code, and my community and target market are small. Everyone needs to chip in so I can recoup the cost of development and rationalize extra time spent improving the app. The App Store’s layout and “Top 100″ formatting encourage 99ยข apps with limited utility, so it’s difficult to market a $4.99 drawing app to begin with. (I’ve been lucky enough to be a Staff Favorite on the App Store) Piracy rates above 100% really don’t help.
So what do you do? I feel it’s absolutely necessary to weed out the pirates. I wouldn’t mind providing illegitimate users with a time-limited or feature-limited version of the app. The problem is, current methods of screening for pirated copies are binary-dependent and patchable. In about a week, Layers will start displaying notices to pirates asking them to upgrade their “demo” copies of the app to a full version or “buy me a beer.” I hope that a few people will appreciate the app enough after using the pirated copy to consider paying. Even a 5% pirated-to-paid conversion rate would be an extra 15 sales a day.
In the future, I’d like to see Apple implement a secure model for confirming that users are licensed to use an app. A secure receipts model is built in to the In-App Purchase system, and I don’t see why it wouldn’t work for the app as a whole. The app would establish a secure connection to an iTunes server, exchange product identifiers and account details, and verify that a product had in fact been purchased. I don’t think Apple will implement anything in the near future, because it would require admitting that piracy was, in fact, an issue. We can dream, though.
A few other developers I’ve talked to have suggested creating a repository of device identifiers that have been nabbed during phone-home routines. It seems like a good idea, but I understand there’s some hesitation to start calling people pirates left and right. Apps would need to pre-emptively contact the repository, and a simple change to the UNIX hosts file could break the system.
So for now, It looks like I’ll be dreaming of an extra 1,700 sales a week.
Bzzlink
I understand your frustration, but the way I see it $5 is not alot of money. Most ‘customers’ who spend time finding and installing pirated apps, are noe likely to be in your potential customers pool anyway.
Since I don’t have any data to back this up
I’ll apply the 80 - 20 rule.
20% are people who are in your target audience, and represent lost sales, your idea to send these guys a message is good.
80% are mindless pirates with an “I’ll install this ’cause its free, but I can’t draw at all, and will hardly ever use the app” attitude, who would never concider paying you money for this app in the first place,
Aug 20th, 2009
estaples
Sorry to hear that, Ben.
I haven’t installed any paint programs on my iPhone yet (illegally or otherwise), but you can look forward to a sale from me,– and not for pity, either! I’ve been in the market for a great painting app, and like a lot of people, I do as much research as I can to determine where my App Store bucks should go. Layers looks to be tops for what I want in a natural media paint program.
Aug 20th, 2009
Eugene Khoo
Found your app from John Nack’s blog. This is interesting as I do use a jailbroken iPhone (2G) as I live outside the US (phone was courtesy of my cousin who lives in NYC). The 3G and 3GS are now available and I’ll be upgrading soon (the wait list here is about 30 days). All my apps are paid and licensed so I’m just curious if jailbroken == pirated association is made in the stats.
BTW, I’ve paid up to USD18.99 for some apps
and hopefully my 3GS comes soon enough for me to get your app…
Aug 23rd, 2009
Shawn
Hey - I saw Layers in the App Store on my iphone, and wanted to go read more about it so I came to your site when I got to my office.
I agree with the first poster - in that those that have installed pirated copies - probably are not your target audience. Most of them are likely collectors, who won’t be using it anyway and it would not have even been on their radar had they been ‘buyers’.
I think $5 for your product is a steal, and I think the bigger issue is that so many apps have to sit at the $0.99 pricetag to get noticed, which just doesn’t seem right. I blame Sega and Super Monkey Ball! A big huge company started the App Store pricing system - and all the little guys have to live up to it. I read somewhere, someone suggested sorting apps by amount of money they’ve made, and not just the number of sales.
Anyway - I plan to be buying your App. I especially hope for some Layer Modes int he future because I see myself mainly using this for colouring
Shawn
Aug 28th, 2009
angie
While I haven’t bought a copy of your app yet, (need to buy an itunes card first) I find it weird that people would pirate a $5 app, I mean a meal at McD’s cost more than your app. For being a photoshop like app on the Iphone with layers and lots of brushes and the same price as Brushes, it’s defintaly a deal I would pay more(then again I bought the Adobe creative suit too) That being said I agree with the people that would pirate a $5 app probably weren’t going to buy it regardless if the pirated copy was not available. It makes me sad that people are infridging on your copyright, but I’ve learned that that’s part of creating digital content, you can try to prevent it from happening but you’ll never fully stop it from happening.
Sep 2nd, 2009
Glenn
Yes, I have to agree with the first poster, too. Those “lost” sales are certainly not all lost. A lot of people are not willing to pay $5 for an app that they are too lazy to research, so they get a free version, try it, can’t paint, and then stop using it or delete it. I have tried a ‘limited’ version of one of your competitors in the past and although I liked it I didn’t feel it was worth upgrading to the full version. I would certainly think that a ‘limited’ version of Layers would be a good idea, not withstanding the problems you have indicated.
I have now done just about all my research and I think Layers will be the one I finally go for (the ‘clincher’ being the ability to export in PSD format, layers and all!). And I WILL be buying it!
Good luck in all your efforts and thank yourself lucky you have the ability to write app’s like these. I just wish Apple would do more to put a severe strain on all the pirating so that more people like you could actually make some serious money.
Glenn
Sep 19th, 2009
Christophe
When I wanted to improve upon my digital painting skills (having virtually none), I thought to myself, “Lets see if there are any art apps for the Ipod!” Now doing a general search yielded no results. SO after asking around various art communities, I was given recommendations for three different apps, Layers being one of them. I bought, and tried all three apps, and by far, Layers is my favorite app to use. In fact, I’ve noticed that other apps, like Brushes, are now starting to include a layers option as well. Which is great for the users who prefer to use Brushes or aren’t even aware of Layers existence, but dont really get the best experience since some the other apps dont offer as many features that Layers does.
Anyways, I have a jailbroken Ipod, but I don’t believe that you should show your appreciation to the folks who put in the work to make and continue to improve upon their apps by stealing from them. I support all the apps that I frequently use, and if I like the free trial of an app, then I have no problems paying up $5 to own a legit copy.
Much love, Ben. Keep up the good work, and I hope that more people eventually do come to their senses and show you the proper respect by paying for this awesome app!
Sep 23rd, 2009
Elliott
I just got Layers for my jailbroken iPod Touch 1G. I did a lot of research in the app store and read tons of reviews, and I picked Layers because it seems like you really listen to your customers. I’m glad I paid for it (I don’t pirate apps).
The only reason I jailbroke my iPod was for additional functionality - I have a full file browser, the ability to run stuff in the background, and lots of nice tweaks. If you wanted to extend a hand to the jailbreak community and try to discourage piracy, you could always release alpha or beta versions in the Cydia Store for the same price or maybe a dollar less, in exchange for feedback. Most of the people in the community are honest about buying apps, so it’s too bad that a few have to ruin it for everyone.
Actually, the people at Infinite Labs (they make the Mover app) did just this not too long ago. Their jailbreak only version is a way for them to test out new features that might not be ready for the general public yet. =)
Great work on the app, by the way. I’m really satisfied with it overall. Like most people have been saying, an offset brush, layer filters and opacity control, and the addition of a tools palette would be great - but I can wait for that, overall it’s amazing.
Oct 4th, 2009
geon
> you could always release alpha or beta versions in the Cydia Store for the same price or maybe a dollar less
No, you can’t. Apple would *not* like this. Their policy does not allow anyone to distribute apps outside the appstore, paid or not. So if you want to be in the appstore, it’s your only channel.
Oct 28th, 2009
aikanae
I’m new to iPhone apps and wasn’t expecting so many programs for art. I ended up buying several others too quickly and will probably end up dumping a couple that I’ve paid for. I hate to say it, but I wish I had tried pirated programs first.
I guess I was used to Macs “having fewer programs because they work”. There are some apps in the iTunes store that probably shouldn’t be. So while your program is only $5, it can take $20+ to discover it. Triple that price for adding to consumer mistrust and frustration even for the good apps. I doubt many people are going to do a lot of research into $1-$5 programs.
You might want to look up non-industry studies on the “sampling effect” that have been done on other types of piracy. They validate the first poster. People collect and sample. If they use it, they want to keep it and own it.
The majority are honest by nature and that’s the opposite of what your figures say. I question using jailbroken phones can be an accurate measure for software piracy since a reason for jailbreaking is to release phones from a carrier - and other carriers will support them, “unofficially”. That has nothing to do with buying or not buying software.
That kind of piracy has more to do with the fact so many devices are designed to be defective and disabled by design to prevent them from working to their capacity. It also means phones aren’t standardized, so not all programs will work with that many DIY modifications.
Another way to look at your figures would be if 1,780 were on jailbroken phones and 1,500 of those bought your software - that’s pretty good. Of course I doubt that’s what happened, but it shows relating jailbroken phones to software piracy isn’t an accurate measure.
Nov 7th, 2009
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