Apple Is Supplying Online Casino Games And Encouraging Market Innovation

Apple started with an idea: to revolutionise the way society used computers. After the company succeeded, Apple moved onto iPods, iPhones, iPads, and the Apple Watch. However, in the early 2010s, the company reached a point in its history when its gadgets weren't enough anymore. With advances in technology and growing competition, Apple decided to alter its business model and expand into new areas.

Apple Isn't A One Dimensional Company

In 2015, Apple Music launched, and today, there are over 90 million songs available in its catalogue. A few years later, the company rolled out its subscription streaming platform Apple TV+. Both services were the direct result of the rise and influence of streaming services, like Spotify and Netflix.

Since then, Apple has allowed the expansion of others booming industries, including online gambling, which, for instance, allows players to play an online roulette game from the comfort of their own home. Many of these games, such as The Payback, have live dealers with who players can interact in real-time through live streaming technologies. The introduction of live technologies and the flexibility of online gambling has seen the market grow considerably over the last five years, moving from $58.9 billion in 2019 to a projected $92.9 billion in 2023.

As such, it is no surprise to see Apple cementing a place for itself in this market. After all, no institution wants to fall behind emerging trends. Yet, Apple is not just moving into the online casino industry by allowing casino games on the App Store, which it does, including poker and slots. In fact, it is changing the entire landscape, which could drive further innovation in the online gambling industry.

Apple Is A Market Revolutionary

Until three years ago, all of the gambling products on the App Store were considered container apps. For those who don't know, a container app is essentially a website wrapped into a mobile app. These apps tend to be cheaper to build, which is why they are favourable. However, Apple decided to update its App Store Review Guidelines in 2019. These changes saw the tech giant require all real-money gambling apps to have content (i.e. casino games) in the app rather than just directing players to an external website.

At the time, many entrepreneurs suspected this was bad news for casinos and sportsbooks, as gambling apps had previously relied on limited native features and not content. However, in reality, Apple's changes to its App Store guidelines spurred innovation, forcing casino operators to rethink the design of their apps in terms of content, user experience, and functionality. Now, gambling apps available on the App Store like Betfair Sports offer a range of content, including in-play betting.

Apple is not just a bridge between traditional gambling and technology. The company may provide casino games to iPhone users through the App Store, but it is also encouraging the online gambling market to be more innovative. Unsurprisingly, this encouragement has worked, as we are already seeing more gambling apps with more focused content and cleaner user interfaces.