Priyanka Tiwari
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Eric Migicovsky, the co-founder and CEO of Pebble, has expressed his deep frustration over Apple's restrictive policies that prevent third-party smartwatches from offering key features on iPhones. In a recent post, Migicovsky criticized Apple's approach, which he believes disadvantages companies like Pebble, making it difficult to compete with Apple’s own smartwatch ecosystem.
According to Migicovsky, third-party smartwatches face several challenges when interacting with iPhones, including the inability to send messages, reply to notifications, or perform tasks like muting alerts—all of which are easily accessible on the Apple Watch. The CEO pointed out that Apple’s strict App Store rules further complicate things, making it difficult to update apps, provide adequate developer support, and deliver a seamless user experience.
Apple's Restrictions: A Growing Barrier to Competition
“This issue has only gotten worse over the years,” Migicovsky said, referencing a 2024 class-action lawsuit against Apple that highlights additional restrictions. One of the key hurdles for third-party smartwatch manufacturers, according to Migicovsky, is that iPhone users must disable iMessage to allow third-party smartwatches to send messages. Furthermore, notifications on non-Apple smartwatches will only show full previews if users manually adjust settings, further limiting functionality.
Migicovsky accuses Apple of leveraging its market dominance to block competitors rather than focusing on user security and privacy, which he argues should be the primary concern. He pointed to investigations by the U.S. Department of Justice (DOJ) into Apple’s alleged anti-competitive behavior, as well as ongoing legal actions in Europe under the Digital Markets Act (DMA), which are looking into similar issues.
Pebble’s Determination to Move Forward Despite Roadblocks
Despite these challenges, Pebble is committed to developing an iOS app, given that nearly 40% of their potential users own iPhones. However, Migicovsky made it clear that Pebble smartwatches will always have fewer features on iOS compared to Android due to Apple’s closed ecosystem, an issue the company cannot avoid.
The CEO also urged iPhone users to take a stand by supporting legislative efforts like the ACCESS Act, which aims to increase competition, and by voicing their concerns about Apple’s restrictive policies. He even suggested that some users might consider switching to Android if they wish to experience greater flexibility in their smartwatch features.
Apple’s Policies: A Major Barrier to Innovation
While Pebble remains committed to its mission, Migicovsky emphasized that Apple’s policies are a significant roadblock to smartwatch innovation. The lack of an open, competitive environment for third-party smartwatches on iPhones prevents users from fully exploring the potential of wearable technology.
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