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The annual Worldwide Developers Conference (WWDC) has become synonymous with Apple's innovation and its impact on the broader software ecosystem. WWDC 2025, as detailed in the provided article, continues this tradition by introducing a plethora of new features and functionalities across Apple's operating systems. However, this innovation often comes at the expense of third-party app developers, a phenomenon famously dubbed 'sherlocking.' This term, rooted in the history of Apple's own software development, signifies the company's tendency to integrate functionalities previously offered by independent apps directly into its operating systems, rendering those apps obsolete or significantly diminishing their market share. The practice raises important questions about the balance between platform innovation, competition, and the livelihood of independent developers within the Apple ecosystem. The article highlights several apps that have fallen victim to this 'sherlocking' effect, providing concrete examples of how Apple's new features directly compete with and potentially replace existing third-party solutions. This year’s keynote address, introducing advancements such as the upgraded Spotlight app in macOS Tahoe, iOS 26’s enhanced Wallet features, and the integration of ChatGPT into Xcode 26, exemplify Apple’s aggressive push to consolidate functionality and user experience within its own ecosystem. While these advancements undoubtedly benefit users by providing seamless integration and enhanced convenience, they also present significant challenges for developers who rely on the App Store for their business and survival. The economic impact of ‘sherlocking’ can be devastating for small development teams that invest significant resources in creating specialized apps. Overnight, their market share can evaporate as users migrate to the built-in Apple alternatives, which are often offered free of charge as part of the operating system. This creates an uneven playing field where independent developers struggle to compete against a tech giant with virtually unlimited resources and direct control over the platform. The ‘sherlocking’ phenomenon extends beyond mere competition; it also touches upon the ethical responsibilities of a platform owner towards its developer community. While Apple has the right to innovate and improve its products, the manner in which it implements new features can have profound consequences for the developers who have contributed to the richness and diversity of the App Store. There is a growing debate about whether Apple should provide more transparency and collaboration with developers before launching features that directly compete with existing apps. Such a dialogue could potentially lead to more equitable solutions that allow both Apple and independent developers to thrive within the ecosystem. The history of 'sherlocking,' as the article explains, is intricately linked to the evolution of Apple's own software. The initial 'Sherlock' search tool, named after the fictional detective, laid the groundwork for the concept. Its limited functionality paved the way for the development of 'Watson,' a third-party program that significantly expanded Sherlock's capabilities by enabling access to information on the internet. However, Apple quickly integrated these enhanced features into a subsequent update of Sherlock, effectively rendering Watson obsolete and establishing the precedent for future instances of ‘sherlocking.’ This historical context underscores the cyclical nature of innovation and competition within the tech industry, as well as the inherent power dynamics between platform owners and third-party developers. The apps affected by 'sherlocking' in WWDC 2025 represent a diverse range of functionalities, from productivity tools to travel management apps. The upgraded Spotlight app in macOS Tahoe, for instance, now offers more personalized results and allows users to perform a wide array of actions directly from the search bar, effectively diminishing the need for apps like Raycast and Launchbar. Similarly, iOS 26's enhanced Apple Wallet now enables users to track flights, manage check-ins, and access airport information, directly competing with apps like Flighty. The inclusion of call screening functionality in iOS 26 also poses a direct threat to apps like Truecaller, which specialize in identifying and blocking spam calls. The new Local Capture feature in iPadOS 26 allows users to record videos using any video calling app and share the recordings, impacting the market for apps like Riverside. The introduction of Notes on Apple Watch within watchOS 26 also makes a standalone third-party offering redundant. Moreover, Apple's announcement of Xcode 26, integrating OpenAI's ChatGPT as the default AI assistant, directly challenges apps like Alex, an AI coding assistant specifically designed for Xcode. Finally, Apple Wallet's upgrade with an Apple Intelligence-powered feature that automatically identifies and summarizes order tracking details from emails, impacts package tracking apps. Each of these instances highlights the extent to which Apple's new features are directly competing with existing third-party solutions, raising concerns about the long-term viability of independent app development within the Apple ecosystem.
The implications of 'sherlocking' extend beyond the immediate impact on affected apps. It also influences the overall innovation landscape of the App Store. When developers perceive a high risk of their ideas being co-opted by Apple, they may be less inclined to invest in developing innovative new apps. This can lead to a chilling effect on creativity and experimentation, potentially stifling the growth of the App Store ecosystem as a whole. Furthermore, ‘sherlocking’ can create a sense of uncertainty and instability for developers, making it difficult to plan for the future and invest in long-term projects. The constant threat of being ‘sherlocked’ can force developers to adopt a more short-term, opportunistic approach, focusing on quick wins rather than long-term innovation. This can ultimately detract from the quality and diversity of the apps available to users. In order to mitigate these negative consequences, it is crucial for Apple to foster a more collaborative and transparent relationship with its developer community. This could involve providing developers with early access to upcoming features and soliciting their feedback before making final decisions about product integration. It could also involve exploring alternative business models that allow developers to monetize their innovations without being directly threatened by Apple's own offerings. One potential solution could be to create a more robust API ecosystem that allows developers to build upon Apple's core functionalities without being directly replaced by them. This would enable developers to focus on creating specialized apps that complement Apple's offerings, rather than directly competing with them. Another approach could be to establish a revenue-sharing program that compensates developers for ideas that are incorporated into Apple's operating systems. This would provide developers with a financial incentive to innovate and share their ideas, while also ensuring that Apple can continue to improve its products. The key is to create a system that incentivizes collaboration and innovation, rather than fostering a sense of competition and distrust. Apple's actions surrounding 'sherlocking' are often seen in light of antitrust concerns, particularly regarding its dominance in the mobile app market. Critics argue that Apple's control over both the iOS platform and the App Store gives it an unfair advantage over third-party developers. By integrating popular app functionalities into its own operating systems, Apple effectively eliminates competition and consolidates its market power. Antitrust regulators around the world are increasingly scrutinizing Apple's business practices, including its App Store policies. There are ongoing investigations and legal challenges that aim to address potential anticompetitive behavior and ensure a level playing field for developers. The outcome of these investigations could have significant implications for Apple's future business model and its relationship with the developer community.
Ultimately, the issue of 'sherlocking' highlights the complex and evolving relationship between platform owners, developers, and users in the digital age. While Apple has a legitimate interest in improving its products and providing users with a seamless experience, it also has a responsibility to treat its developers fairly and foster a healthy and competitive ecosystem. Finding the right balance between these competing interests is crucial for ensuring the long-term success of the App Store and the broader Apple platform. The 'sherlocking' phenomenon is not unique to Apple. Other tech giants, such as Google and Microsoft, have also been accused of integrating functionalities from third-party apps into their own operating systems. This suggests that the underlying issue is not simply about Apple's specific business practices, but rather about the inherent power dynamics within the platform economy. Platform owners have significant control over the distribution and discoverability of apps, which gives them a unique advantage over independent developers. This advantage can be used to stifle competition and consolidate market power. As the platform economy continues to grow and evolve, it is essential to develop regulatory frameworks that address these power imbalances and ensure a level playing field for all participants. This could involve measures such as interoperability requirements, data portability rules, and restrictions on self-preferencing. It could also involve empowering users with greater control over their data and choices. The debate surrounding 'sherlocking' is likely to continue as long as Apple and other tech giants continue to innovate and evolve their platforms. Finding a sustainable solution that balances the interests of all stakeholders will require ongoing dialogue, collaboration, and a willingness to adapt to changing circumstances. It's also relevant to consider user perspective. Many users appreciate the convenience of having features built directly into the operating system. They prefer the streamlined experience and reduced complexity that comes with fewer apps. From the user's point of view, Apple is simply improving its products and making them more user-friendly. However, even users who benefit from 'sherlocking' should be aware of the potential consequences for the developer ecosystem. A lack of competition can lead to stagnation and reduced innovation in the long run. It is important to support independent developers and encourage them to create innovative new apps. The future of the App Store depends on a vibrant and diverse developer community. In conclusion, the 'sherlocking' phenomenon represents a multifaceted challenge with economic, ethical, and regulatory dimensions. Apple’s responsibility lies in pursuing innovation while upholding a fair and balanced ecosystem that supports the thriving creativity of independent developers.
Source: ‘Sherlocked’: The apps and features made obsolete by Apple at WWDC 2025