Apple’s removal of the HMV app from its App Store has created more waves than the retailer’s long-awaited digital return itself.
It came as a surprise when the HMV app launched on iOS as well as Android last week as users were able to purchase tracks which were then automatically added to iTunes - a first for a non-Apple app.
Anyone who has launched an iPhone app will know that the Apple approval process is stringent but, despite its app being in direct competition with iTunes, HMV managed to get the green light from the tech giant.
The silence from Apple’s Cupertino base means we don’t know if the app’s debut was a lapse in approvals system or not but it has provided a great PR opportunity for HMV to paint the picture that the all-powerful Apple is afraid of underdog Nipper’s digital offer.
And it’s an app that gives iTunes a run for its money with impressive features such as image and music recognition technology that allows users to identify and download that catchy tune they hear in a shop or bar immediately.
The removal highlights the conflict that one of the biggest technology platforms is also a retailer as well.
And with Apple’s products reaching far beyond music to computers, tablets and phones, there are many apps which could potentially be viewed as competition to the tech behemoth.
Interestingly, there has been no sound of discontent about the HMV app from Google, which also has its own music service. Unlike Apple, Google’s model is more that of a retail partner than a retailer itself which is good news for Android users who don’t have their app selection ruthlessly edited.