> the modern strategies to commoditize ISVs on iOS

What modern strategies?

I've seen this theory proposed multiple times, that Apple wants to commoditize software, but I've never seen anyone actually demonstrate ways in which Apple is doing that, just speculation that it would be in Apple's interests.

It's more about what they don't do to help developers make money. A web search will find research papers on software ecosystems, which discuss best practices for mutually-reinforcing, virtuous circle, feedback loops between platforms and developers.

Stardock's 2014 report touches on related topics, http://www.stardock.com/press/CustomerReports/Stardock2014.p...

For not helping developers make money, developers sure do make a lot of money on iOS compared to other mobile platforms.

it's not that they don't make money, but they don't allow developers to operate good businesses. being able to give trials to users, or to handle advertising in certain ways, or to have more flexibility with payments, etc - all of these things would be beneficial for businesses to be able to control directly, but they can't, as they're in the walled garden.

Many are making money right now, but I would suggest they don't have terribly good businesses, in that they don't own the relationship with the end user. One change of Apple's policies can put you out of business.

How about comparing instead to money made by Apple, enabled by iOS developers?

It sounds like you feel Apple owe developers a living?

Apple could attract more developers (and thus more iPad users and more corporate revenue -- reversing declining iPad growth) if developer success was more closely aligned with Apple success.

Attracting more developers does nothing to attract more users.

How about attracting financially successful (not hobbyist) developers who can drive new use cases for the platform?

I think there's lots of evidence for that theory. For example, giving away iLife, a package that contained replacements for many of the most common app types, with every Mac. Also, if you look at their Pro apps, like Logic & Final Cut, Apple has consistently undercut the competition agressively, likely as some kind of loss-leader to sell Macs. For example, I remember when Apple bought eMagic (the developers of Logic) they slashed the price from something like $600 to $200, a shockingly low price at the time. All the other software makers had to respond with "lite" versions to compete in this price bracket.