Mikey Campbell
The "redeem" button does not appear in the Podcast app on iOS 5 handsets as first noted by Cult of Mac, though the graphic is present on iDevices running the iOS 6 beta and when clicked opens a separate "Redeem" page much like the existing iOS App Store.
It should be noted that the Podcast app uses the same iTunes pipeline and storefront as the iTunes app which allows Apple to update the app sans and iOS change, possibly explaining the presence of the redeem button in iOS 6 beta. Another possibility is that redeem codes could be used by content providers in lieu of having a user search for a particular podcast, meaning that instead of adding funds to an account the redeem code could be used as a navigation tool.
What is unclear is why the redeem button appears only in the upcoming version of Apple mobile OS and not in the current iOS 5, leaving room for speculation that the company may be looking into monetizing podcasts.
The new Podcast app's redeem button and subsequent landing screen only appears on devices running iOS 6.
If Apple were to allow podcast creators to charge for their content, it would be the first such play at pay-per-download or subscription-based distribution since the digital shorts were introduced in the iTunes Store in 2005.
Thus far Apple has forbade podcasters to charge for their media in any direct way which has prompted some to seek financial backing through workarounds like in-show advertising or website donations. For example the popular Adam Carolla podcast, which hovers near the top of the iTunes charts, runs "live reads" from a variety of third-party advertisers and promotes its own partnership with Amazon that metes out a small percentage of whatever sale is made after a user "clicks through" an advertisement banner to the online retailer's site. Not only does this technique allow Amazon real-time advertising analytics, but it gives podcasters a way to make money that is beyond Apple's purview.
As podcasting continues to grow and become increasingly lucrative with big-name providers including TED Talks and NPR programming, Apple is missing out on the cottage industry it helped to create. It is possible that the iPod maker could be mulling over a royalty-based distribution model much akin to how iTunes handles music, movies and books. Whether a new pricing scheme will have an effect on downloads is also unknown, though podcasters could see equal or higher revenues under the speculated system even with a smaller audience.
William Gallagher
Christine McKee
AppleInsider Staff
Chip Loder
Malcolm Owen
28 Comments
God forbid Apple should miss out on another opportunity to extract their pound of flesh. Apparently the new dock connector on iPhone 5 will ensure only devices that are licenced by Apple (and duly pay a royalty) will work with the new iPhone. Presumably they will roll that out to all their other iOS devices over time. We already have a closed system for iOS apps, etc so Apple get their 30%. How long before they mandate that only apps sold through the Mac App Store can be used on Macs? I think we can all see where this going. Less choice and more expensive apps & peripherals for us but KERCHING for Apple. Say what you like about Tim Cook but he certainly knows how to make money.
If this is all true and comes to fruition, then I sense a ton of bitterness, reluctance, and pilfering on torrents to occur. Most people have become too dependent and use to having free podcasts for the past five years. The thing is, I'm surprised it took this long for this to develop. Most podcasts will remain free because they are either small potatoes or done as a labor of love. However, some major players, basically, the top-twenty of each podcasting genre could be interested in such a model.
If people are willing to pay for cable TV, movies, music, etc. why shouldn't people be willing to pay for premium content? If you don't like it, don't buy it. Incredible.
I don't see it being a viable model, except maybe some celebrity podcasts and some occasional specials. I guess it could be a system to make it easier to donate. Last I heard, the donation model doesn't bring much money in anyway, so I don't know if that would help.
There are very few podcast's worth watching and they sure aren't worth paying for.