Apple has long been known for “sherlocking,” or incorporating features from third-party apps into its own software and operating systems. This practice has raised questions about the fairness of competition and whether Apple is leveraging proprietary data to determine what to build next.
In recent years, Apple has “sherlocked” several genres of apps, including Continuity Camera, medication tracking, sleep tracking, mood tracking, and apps like Freeform and Journal. This year, the focus has been on password managers, call recording and transcription apps, custom emoji makers, AI-powered writing tools, math helpers, and trail apps.
According to an analysis by app intelligence firm Appfigures, trail apps have generated the most revenue over the past year, followed by grammar helpers, math helpers, password managers, and custom emoji makers. Trail apps accounted for 78% of potentially “sherlocked” revenue and 40% of downloads of sherlocked apps.
While many of these app categories have seen significant growth in revenue, emoji-making apps have seen a decline. Grammar helpers have had the most downloads, followed by emoji makers, math-solving apps, and password managers.
Although Apple’s built-in solutions may satisfy casual users who are looking for “good enough” functionality, dedicated users of these third-party apps may continue to seek out alternatives. However, apps that consistently develop new features and enhancements beyond what Apple offers may have a better chance of surviving the “sherlocking” effect.
Overall, Apple’s practice of incorporating popular features from third-party apps into its own software has both advantages and disadvantages. While it allows Apple to improve its software based on consumer wants and needs, it also raises concerns about competition and fairness in the app marketplace.