Earlier quoted context omitted.
> It is also bad for indie developers since they won't be able to compete with big businesses. Craig Federighi and Phil Schiller address these obvious concerns in this candid post-WWDC talk: http://daringfireball.net/thetalkshow/2016/06/17/ep-158
Can you TLDR it for us?
...how do you do it in a way that gives advantages to small and indie developers, because it's easy to imagine a system that didn't do that.
First of all, there's no minimum bid. So we don't set a bar, if you have a very small amount of money, you can just do what you can with a small amount of money.
The fact that we're going to work really hard to try to make relevance the top priority, over bid, for why something gets shown. That the users are the ultimate deciders of what gets shown, based on their clicks, they're a big input to what is relevant to the search result.
The fact that we're going to work hard to try to police and improve the whole metadata system if we find, as it easily could be abused to hurt [small] developers.
The fact that — and this has been a hotly-debated thing — the fact that you can do conquesting. You can use someone else's brand in your ad words that you want to use. As we thought about it, that is more likely to benefit the small developer than the big developer. Because the big developer isn't going to pick on a lot of small developer terms, but a small developer can try to latch on to a big developer's name. If I want to search for Angry Birds and your game, you can. Right? And so we think that that can help them.
The fact that there's no exclusivity. So a large developer cannot say, "And I want to be the top bid, and I'm going to spend everything I can to buy out this term." There will be no exclusivity, there's going to be a rotation there, and as that rotation appears, the relevance will help drive it further.
We're trying everything we can, and I think one of the best things is, right now, once we're in beta throughout the summer, the downloads the users get from the ads are real downloads to benefit the developer, but we're not charging [for ads] during the beta time. So there's a chance for everybody to get in and try it out, help us learn from it, and drive real downloads and real business without any marketing spend.
[1] http://www.imore.com/our-full-transcript-talk-show-wwdc-2016...