Apple increases credit for returning DTK to $500 following developer outcry

On Wednesday, Apple told developers it was soon "time to return" the DTK, hardware it provided to help developers update their apps to work with Apple Silicon. In a new email sent late on Friday, Apple is attempting to sweeten the deal to encourage more developers to switch their hardware over.
The original offer provided developers with a $200 credit for the App Store, which could be used to acquire an M1 Mac of the developer's choice. The codes would have been provided on receipt of the returned DTK units, and would have needed to be redeemed by May 31, 2021.
The update email seen by AppleInsider again thanks developers for taking part in the Universal App Quick Start program, before offering better compensation for developers taking part. Instead of a $500 credit that expires in May, Apple will provide a $500 credit, which can be redeemed by "the end of the year."
In the event the developer has already acquired a new M1 Mac, the credit can also be used to purchase any Apple products the developer wants.
The change in stance is also referenced early on, with Apple claiming "We heard your feedback." Shortly after the original announcement of the credit, developers complained on social media about the low value on offer, in that it doesn't even cover a third of the cost of the cheapest M1 Mac mini.
The DTK was leased to participants of its Apple Developer Program for $500, in that it was hardware that Apple retained the ownership of, and that it had to be returned eventually. Developers also had access to beta software and tools to create Universal apps, developer labs, private forums, developer resources, and technical support.
The full email to developers follows:
Thanks again for participating in the Universal App Quick Start Program.We heard your feedback regarding the 200 USD appreciation credit mentioned in our last email. Our intention was to recognize the tremendous effort that you have put into creating amazing universal apps. By partnering with us early, you showed your commitment to our platform and a willingness to be trailblazers.
So instead of the 200 USD credit that expires in May, we are giving you a 500 USD Apple credit and extending the time you can use it to get a new M1 Mac through the end of the year. If you already purchased a new M1 Mac, the Apple credit gives you the flexibility to purchase any Apple product to help with your app development work.
We'll share details soon about how to ship the Developer Transition Kit (DTK) back to Apple. Note that the DTK will no longer receive publicly available software updates after macOS Big Sur 11.2. We encourage you to return it as soon as possible so that your development work is not interrupted. And once you return the DTK, you'll receive your Apple credit.
Thank you again for making the Mac with M1 launch such a great success.
Best regards,
Apple Developer Relations
Comments
But that's quite a Saturday morning diatribe against Baby Boomers!
Some developers are acting really childish and entitled not at as professional individuals. Not caring about terms of contracts an throwing a tantrum.
I don’t know others but at least I have moved from “I am happy to support developers” to “I will not give them any more money” I am tired of listening to their shallow whines on podcasts, blogs and lawsuits.
What to be treated like professional act like it.
Now one could say Apple offered the $200 as a thank you and an acknowledgement that there were issues with the program. That would be a fair assessment imo, but to put an arbitrary time limit on the use of the money made no sense and was not a good look. It's also fair to say, Apple didn't have to do anything. They absolutely didn't. But to hold that opinion one would have to ignore the precedent already set by Apple with the DTK in the conversion from PowerPC to Intel. Mind you that was done when Apple was nowhere near as large and profitable as they are today. To go from "here's a free Mac for helping us with the transition" to "here's a time sensitive $200 credit towards a Mac for doing the same thing"... no lie, I might feel some type of way too. Especially if the program didn't exactly run smoothly.
Regardless, Apple made the situation whole in a way that satisfies all concerns.
$200
2) The biggest complaint wasn't the amount, but that you had to return it BEFORE getting your credit for a new Mac, which many so-called developers saying "but then I won't have a Mac in which to code blah blah blah." I wonder if they'll still complain about that knowing the DTK is effectively free of charge.
I completely agree. A strong developer community is vital to the Mac ecosystem. The transition to Apple Silicon, while necessary, created extra work and headaches for developers. Those that paid for the developer kits did a service to Apple and users not just by developing their software but by also finding issues with the architecture.
Consider what Apple was asking developers to do - $500 isn’t inordinately expensive but the ‘full’ M1 mini can be purchased for $700. Apple was asking developers to pay $500 so they could use an underpowered, not fully developed machine to re-write their code so native versions would be available when the final devices were available. Essentially, “pay us money to do more work on a half-baked computer because we changed the architecture.”
A $500 credit is far more reasonable. You reward the people who worked to help you by letting them trade in the device for a full version that they can use for at least 2-3 years and Apple gets the sale (and profits) of the new computer.
Having said that, it exhibits belated goodwill on Apple’s part to show their support for the small guy/gal who may be struggling to get a foothold in the software market in these times of severe economic distress, especially when Apple just reported a ginormous quarter with record revenue and profits.
I'm definitely not saying Devs / commentators are completely right.
Mistakes that are 100% on Devs (and commentators)
1. Many lesees assumed this DTK program would closely resemble the Intel DTK program, even down to getting a voucher equal to (or greater than!) the cost of the lease.
2. Many lesees are unaware of the hefty fees Apple Developers paid in 2005 in order to qualify for the ability to lease a DTK. These fees quite literally offset some DTK / voucher expense.
3. Potential lesees that don't believe the stated cost is worth the perceived benefit should not enter into said lease.
Mistakes that are 100% on Apple
A. Lease should have spelled out that if Apple requested early return of DTK, a refund or voucher, say, equal to x/365 * $500 would be provided, where x = days Dev had the box.
B. Credit should be available prior to return of DTK. (refund to credit card on file, once DTK returned)
C. Voucher/credit should expire when the original lease would have ended.
Hindsight should be applied by all parties.