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What Valve realized is that playing a game is only one part of the overall customer experience; the experience of discovering and buying the game matters as well, as does the installation and upgrade process. Moreover, these customer pain points were developer pain points as well; the original impetus to develop Steam, for example, was the difficulty in getting players to upgrade en masse, something that was essential for games in which players competed online. And, while Valve is a private company and has never announced Steam’s revenue numbers, reports suggest the platform generates billions of dollars a year .

Even that, though, pales in comparison to the iOS App Store: Apple took Steam’s app store idea and integrated it with the platform, such that iOS users and developers had no choice but to use Apple’s owned-and-operated distribution channel, with all of the various limitations and costs — 30%, to be precise — that that entailed.

Apple was able to accomplish this first and foremost because the underlying products — the iPhone and iPad — inspired demand in their own right , independent of applications. Apple had the users that developers needed to make money.

Second, the App Store, like Steam before it, really was a better experience that drove more downloads and purchases by end users. This meant that developing for iOS wasn’t simply attractive because of the number of users, but also because those users were willing to buy more than they would have on another platform.

Third — and this applies to Steam as well — the App Store dramatically lowered the barriers to entry for developers ; this led to more apps, which attracted more users, which led to more apps, both locking in apps as a competitive advantage and also ensuring that no one app had outsized power (leaving Apple free to restrict Steam-like competitors by fiat ).

This frames the two Apple announcements I noted above. Start with the news of $100 billion for iOS developers: that means that Apple has collected around $40 billion, and at a very high margin to boot.

Moreover, the vast majority of Apple’s announcements were, if anything, about competing with those developers: the first new app announced, Measure , should immediately wipe out the only obviously useful Augmented Reality apps in the store. Apple also announced a new Podcasts app for Watch, update News, Stocks, and Voice Memo apps, and the only third party demos were about how one of the largest software companies there is —Adobe — would be supporting Apple’s preferred 3D-image format. And why not! The implication of owning all of those high-value users is that, on iOS anyways, developers are cheap.

The Mac, though, is a different story: the platform is far smaller than the iPhone; that there remain a number of high quality independent software vendors supporting the Mac is a testament to how valuable it is for developers to be able to build direct relationships with customers that can span years and multiple transactions. Still, there seems little question that the number of Mac apps is, if not trending in the wrong direction, certainly not growing in any meaningful way; there simply aren’t enough users to entice developers.

The first thing you need to know is the structure , or how to format your conclusion. After spending around four paragraphs outlining your argument, look back to your main claim. This is usually your thesis as stated in the introduction paragraph. A conclusion paragraph should begin with a restatement of your thesis to remind the reader of the overall purpose of the essay. However, never rewrite your thesis word for word. This is redundant and shows lack of creativity. Think of another way to put forth the same idea. If you have a complex thesis, shortening it in some way is a good idea for the conclusion.

Next, you want to summarize your main supporting points. You do not need to go into the detail you did in the body of the essay, but remind the reader how your proved your argument. You should also show the connection of all your supporting details.

Finally, you want to end your conclusion with a general statement that leaves your reader thinking about your topic even after the essay is over. Using a rhetorical question or relating the topic to a larger concept will push the reader to continue to think about the ideas you brought up throughout your essay. Other methods include connecting your argument to implications for the future or linking back to some idea used in the introduction, which brings a nice sense of closure to the essay.

Overall, the conclusion does not have to be a long paragraph. In fact, since you have already explained the specifics of your argument in the body, the conclusion should be much shorter and function more as a reminder of how you have proven your point.

Let's look at a quick example to help see the process of writing a conclusion. Imagine you wrote an essay to argue that all schools should require students to wear school uniforms. You have the introduction and all the body paragraphs written. Now it's time to conclude your essay.

First, look back to your thesis statement. Perhaps it looked something like this: 'Although school uniforms might seem like they restrict freedom of expression, requiring students to wear uniforms can help limit inappropriate dress, provide a sense of pride in school, and prepare students for the professional dress required in most careers.'

To start the conclusion, restate that idea, but remember not to write it verbatim. So for example, you might write, 'Instead of holding students back, school uniforms allow students to excel in many facets of school life.' This is a much shorter version, but still gets the main point across: that school uniforms are beneficial to students.

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Now that you've restated the thesis, it's time to look at your body paragraphs and summarize the main point in each. The body of your pro-school uniform essay would have included a paragraph each on limiting inappropriate clothing, providing a sense of pride in the school, and preparing students for future careers. Each of these ideas should be summarized in about one sentence each. Again, do not rewrite anything word for word from an earlier paragraph; instead, rephrase the main points.

Finally, you'll end with a broad statement that leaves your reader thinking about your topic. You can come up with some implication for the future, like what the new generation of well-dressed students might be able to bring to the world. Or you can look back at your introduction and connect to how you began the essay. For instance, if you began with an (a short story) of a personal experience with uniforms, you can bring up that idea again. Or if you used a famous quote, remind the reader of why that quote is important. There are many strategies for writing an introduction, so whichever method you used, link back to it in your conclusion.

Lesson Summary

And now it's time for the , or the final paragraph that signals the end of this lesson! Remember, the conclusion is a very important piece of an essay. Without it, the reader is left feeling unsatisfied, unfulfilled, and maybe even confused.

To write an effective conclusion, first rephrase your thesis. Simplify it, but never rewrite it word for word. Next, summarize your main points from the body of the essay. You need not get into specifics here, just a short summary. Finally, end with a broad statement. This can make implications for the future, or connect back to an idea used in the introduction paragraph.

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