As it is today, Apple sells every single WWDC ticket it puts up for sale. Apple can charge a premium price for each ticket, because WWDC is the only game in town and, perhaps, the biggest tech event each year. This focus point is a crown jewel for Apple’s marketing efforts.
AltConf is a free, community driven event, breathed into life by the exclusive nature of WWDC. Couldn’t get into WWDC? It’s OK. Come to San Francisco anyway, drink from the AltConf tech firehose during the day, then reunite with your friends in the evening once the WWDC/AltConf sessions are over.
AltConf planned to stream the WWDC keynote, taking the publicly available stream, which Apple controls and purposefully puts on the net, showing it to all attendees. Those plans were put on hold when Apple Legal sent them what was, in effect, a cease and desist letter.
From the AltConf blog post:
According to the correspondence from Apple’s legal representatives, “Apple exercises control over not only the content of its messaging, but also the manner in which those messages are packaged, distributed and delivered.” AltConf’s streaming of Apple content “would strip Apple of exclusive control over one of the most anticipated events of the year, and could deprive Apple of potential revenue generated from its exclusive rights.” Thus, AltConf must “refrain from publicly streaming or showing any WWDC content. Apple further demands that AltConf and each of its organizers refrain from reproducing or distributing any WWDC content belonging to Apple, in any manner.”
Why would Apple do such a thing? To me, it’s all about control.
Consider the phrase “could deprive Apple of potential revenue generated from its exclusive rights”. Apple is in a tricky position here. They recognize the incredible value of the WWDC franchise. It provides a leveraged focal point for their marketing and developer messages. It also provides a revenue stream, albeit a small, almost insignificant sum when compared to the rest of the company’s efforts.
AltConf is a diluting effect. The mere existence of AltConf dilutes the value of and demand for a WWDC ticket. If I can go to AltConf and see the keynote, immerse myself in the latest Apple technology, network, get to hang with my buddies, and get the session content online, I am less inclined to lay out US$1599 for an official WWDC ticket.
This letter from Apple Legal is an acknowledgement of the real disruptive threat posed by AltConf.
I think it is unnecessary. Apple should offer AltConf a free license to show the keynote, extracting a promise from AltConf to not show any other WWDC content. In return, Apple gets a very subtle benefit: They get to control any potential erosion of the value of a WWDC ticket.
Why? This year, Apple charged you for your ticket the moment the lottery ended, taking away the chance of canceling if you got in, but a critical work colleague, business contact, or close friend did not.
AltConf softens the damping effect this might have on ticket sales. After all, if you can count on getting in to AltConf if you don’t get into WWDC, you’ll still get to brainstorm with cohorts and network with new folks when it counts, at dinner and at the parties.
The biggest benefit to Apple? WWDC + AltConf equals way more fun for everyone.
UPDATE: I’ve gotten a lot of feedback on this post, some positive, some negative. The negative focuses on two facts. First, the fact that AltConf is not strictly free. They charge $300 for a guaranteed seat. Second, the fact that they offered a stream of something they do not have rights to. I can see Apple’s point of view here. AltConf could have avoided all this by seeking permission first.