Responding to developer outcry, Apple has now increased credit for returning its Developer Transition Kit (DTK) Mac mini computers from the original $200 to $500 per unit.
Also, the increased $500 credit can be redeemed by the end of the year instead of by May 31, reads Apple’s email message informing developers of the updated terms.
Instead of the $200 credit that expires in May, we are giving you a $500 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.
The company will soon share details about how to ship back those DTK units.
The sweetened offer lets developers use the $500 credit to cover most of the cost of a new M1 Mac mini computer, which starts at $699. The new terms are Apple’s reaction to developer outcry that ensued following the disappointing $200 DTK Mac mini offer.
An Unfortunate PR Misstep
Apple’s email message acknowledges that the company is very well cognizant of the fact that its original $200 “appreciation credit” may have insulted some of the developers.
We heard your feedback regarding $200 appreciation credit memo mentioned in our last email. Our intention was to recognize the tremendous effort that you have put into creating amazing university apps. By partnering with us early, you showed your commitment to our platform and a willingness to be trailblazers.
Unfortunately, this is all Apple’s doing.
The company has created a mini-PR problem out of thin air, causing quite a consternation among developers. And all that outrage and controversy could have been avoided had Apple offered $500 for the return of those kits right from the start. And if the company had really wanted to reward its most loyal developers, it could have let them keep their DTK unit.
Developer support is among the most crucial factors in turning any technology platform into a success. If the company wants to keep customers coming back to its platforms, it will need to think twice before angering its army of developers with moves like this. It is developers who create apps that keep people engaged and passionate about Apple products.
What Is DTK Mac Mini, Anyway?
Apple’s leased DTK units to developers to help make their Intel-based apps run natively on the new M1 Macs. The DTK is a Mac mini enclosure with the iPad Pro’s A12Z Bionic chip ticking inside, outfitted with 16GB of memory, 512GB storage, and more. Importantly, developers have known all along they’d need to return their unit to Apple one day.
The $200 credit Apple originally offered to developers who’d return their unit could be used to acquire apps, media, or one of the latest Apple silicon-powered Mac computers. A developer would have received their $200 credit upon receipt of the returned unit. The codes would have needed to be used by May 31, 2021.
But developers have balked at the offer, venting their frustration with Apple’s terms on social media. Most of the complaints revolve around the fact that the $200 credit is insufficient to purchase a new M1 Mac mini in order to continue testing their Apple silicon apps.