Wordle Faces App Store Issues for Prioritizing the Open Web

The Rise of Wordle and the Challenges of Web-Based Games

Recently, many Twitter users have observed a proliferation of grey, green, and yellow squares appearing in their feeds. These posts are a direct result of the popularity of Wordle, a freely available word game that challenges players to correctly guess a daily word within six attempts.

From Humble Beginnings to Viral Sensation

The game’s growth has been remarkable, expanding from a small user base to hundreds of thousands within weeks. This occurred despite Wordle being entirely free to play and initially created by software engineer Josh Wardle, based in Brooklyn, as a gift for his partner.

Wordle distinguishes itself in a market saturated with in-app purchases and loot boxes by remaining free, devoid of advertising, and accessible directly through a simple website. Downloading an application from the Apple App Store or Google Play is not required.

This decision to develop Wordle as a web application, rather than a downloadable program, aligns with its origins as a personal project, not a commercial venture. It’s a straightforward, enjoyable game not primarily intended for profit generation.

The Problem of Imitation

However, this choice has inadvertently led to a surge of imitations in app stores. Other developers, recognizing a potential revenue stream, are capitalizing on users who may be unaware or indifferent to the original game’s free availability.

The shared posts of colored squares don’t function as advertisements; there are no direct links to the game or persuasive marketing messages. Players must independently locate Wordle through a search engine.

Consequently, many iPhone and Android users naturally assume Wordle is an app and proceed to their respective app stores to find it, only to encounter frustration. This is a situation I personally experienced before discovering the game through a web search.

Exploitation and Backlash

Opportunistic developers are now creating near-identical clones of Wordle to generate income, a practice avoided by the original creator. Zach Shakked, for example, replicated the game entirely, including its interface and gameplay, and offered it on Apple’s App Store for a $30 annual subscription – a fee for a game designed to be free.

Shakked openly discussed his success in converting users to paid subscriptions and running advertisements targeting the “Wordle” search term. Following significant public criticism, Shakked removed the game and issued an apology and justification via Twitter.

A Recurring Pattern

Similar cloning activity has been observed in app stores with viral games like Threes and Flappy Bird. Developers have slightly modified these games and added fees or advertising, hoping to mislead users and quickly profit.

The Disadvantage of Open Web Technologies

Wordle is confronting a unique challenge: the game’s developer is effectively penalized by app stores for choosing to utilize open web technologies instead of creating a native application. This behavior is permitted by the Apple App Store, and there is limited recourse, as Apple does not recognize Wordle due to its web-based nature.

A developer of a fully functional web app like Wordle cannot register its name in the App Store or provide a link to its website to guide users and protect against copies. Google, conversely, allows developers to upload certain progressive web apps to the Play Store, an option Wardle has not yet pursued.

It could be argued that Wardle didn’t trademark Wordle – or even invent the gameplay, given its roots in a 1970s game show – but the core issue remains: as a web-based game, Wordle will continue to be vulnerable to clones until an official app is developed.

Apple’s Stance on the Open Web

Apple has a documented history of intentionally overlooking or undermining open web technologies that could potentially compete with its highly profitable, closed app store ecosystem. Progressive web apps (PWAs), which enable websites to function like native apps, receive only limited support, are often flawed, or are simply ignored on iOS and iPadOS.

Web push notifications, a standard allowing websites to send alerts to users, have been disregarded by Apple for years without explanation, despite being supported by most other browsers, including Safari on desktop. Apple has also been known to intentionally delay the implementation of standards that would allow web apps to compete effectively, as detailed in a comprehensive list compiled by Google engineer Alex Russell.

The inability to claim a name and link to a website, rather than building a native app, is a deliberate strategy. Apple aims to direct users away from the web and intentionally hinders the open web to benefit its own App Store, potentially misleading users into paying for services that are freely available online.

Recent Developments

Update: On January 12, Apple removed a significant number of Wordle clones, including Shakked’s, from the App Store without providing any public statement.