Apple App Store charge 30% commission rate developer, significantly higher Android platform third-party payment channel (example Alipay, WeChat Pay handling fee 0.6%-2%), force Identity V iOS reduce price or increase virtual currency bonus ratio attract user. Example, 2023 iOS top up 648 RMB tier actual get 7200 echo (unit price 0.09 RMB/echo), Android same price only 6800 echo (unit price 0.095 RMB/echo), iOS cost-performance high 5.6%. This strategy source 2020 Apple “anti-monopoly lawsuit” compromise launch “external payment entry” policy, but only allow annual revenue over 1 million USD enterprise reduce commission 27%, actual cost still higher Android 15%-20%. For cover gap, NetEase iOS launch “limited-time double rebate” event, example May 2023 event period top up 300 RMB get 6600 echo (Android same event 6000 echo), user payment conversion rate increase 28%, iOS single day revenue peak break 2 million USD.
From market distribution, iOS user concentrate high-spend region (example China Tier 1 city, Japan, USA), its ARPPU (average revenue per user) reach 380 RMB/year, higher Android user 320 RMB/year, but payment frequency low 22%. Sensor Tower data show, 2023 Q2 Identity V iOS revenue occupy 47% global total revenue, Android 53%, but iOS user single payment median 128 RMB (Android 98 RMB). For balance profit, iOS use “tiered pricing” strategy: top up 6 RMB tier give 120% echo (Android no bonus), 648 RMB tier give 110% echo, through high-value tier pull LTV (lifetime value) grow 19%. Also, Apple payment system risk control block rate only 0.3% (Android channel 1.8%), reduce fraud refund risk. Example, August 2023 iOS fake transaction cause bad debt loss 120,000 RMB, Android 890,000 RMB, operation cost difference direct affect pricing flexibility.
Regional price difference further increase price gap. In Southeast Asia market, iOS top up price low 18%-25% than local Android channel, example Indonesia 648 RMB tier price 1,499,000 IDR (about 660 RMB), but through exchange rate convert actual pay only 590 RMB, add “localization pack” echo get 30% more than Android. This strategy relate Apple 2022 launch “dynamic currency conversion” (DCC) policy, allow developer adjust price by real-time exchange rate, avoid 5%-8% profit loss from rate fluctuation. Compare, Google Play Indonesia force fixed exchange rate settlement, cause Android channel price rigid. According Niko Partners report, 2023 identity v top up Southeast Asia iOS revenue year-on-year grow 41%, Android only 23%.
Promotion event design also reflect platform difference. iOS rely App Store “subscription bundle” function, combine monthly card (30 RMB) with limited skin sell, user retention rate increase 75% (Android single monthly card 62%). Example, November 2023 iOS “anniversary box” price 88 RMB, include 1500 echo + exclusive costume, Android similar pack price 98 RMB, cost-performance difference make iOS repurchase rate grow 34% event period. Meanwhile, Apple “family sharing” function allow 6 account split top up cost, iOS user group payment ratio reach 15% (Android less 5%), further reduce single user actual spend.