FRUIT-BASED tech giant Apple has discovered that the some of the most advanced technology in the world will allow you to count correctly.
It appears that the company has been dramatically underestimating the popularity of its Apple News app launched in October. The app allows users to create a personalised and curated news feed by selecting from a choice of topics and publications.
A report in The Wall Street Journal claims that, despite having over 100 publishing partners, no-one is sure of the analytics of the service, and that Apple has passed on pessimistic data to publishers and webmasters.
Apple doesn't take a cut from the Apple News service, but the economics of web and paper publishing mean that Apple's miscounting will mean that publishers have been undercharging for advertising space they've sold themselves. If they take the option to let Apple flog the ads, Apple takes 30 percent, meaning the news vendors get only 70 percent of not enough.
Eddie Cue, Apple's senior vice president of internet software and services, explained that the cock-up was a result of concentrating too hard on other aspects of the software. The company didn’t explain how the problem occurred or say exactly when it might be rectified.
“We’re in the process of fixing that now, but our numbers are lower than reality. We don’t know what the right number is,” he said.
But Cue added that it was better to undercount than overcount. Which really depends on whether you're a tech company or a bloke with a tape measure and no pants.
Cue confirmed that 40 million people have tried Apple News so far, but how many of them have come back regularly is still a mystery to the company.
Apple plans to correct the problem in the future with the application of a new analytics engine. We're assuming not Google's. µ
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