I can’t find the link right now (found it) but some blogs reported back in early summer that
iOS 12 iOS 11.3 gained the ability to update App Store content from 2 different account IDs, USA and international.
I have juggled USA and Japan App Store content since App Store day 1 2008. Updating meant constant logging out and logging in to different accounts manually, a pain in the neck that I grew accustomed to over the years. Things have slowly improved but seamless savvy domestic~international App Store switching is still not there yet in iOS 12.
iOS 12 updates Apps from both USA and Japan accounts but only for content that is exists in both App Stores. Any attempt to update Japan only content from Yahoo Japan, Docomo, etc., and the USA App store coughs up a ‘This item is no longer available’ error. Back to the old tried and true ‘log out of US store log in to Japan store’ update maneuver.
This kind of ‘USA English version first, internationalization and optimization later when we can get to it’ attitude seems to be getting worse at Apple instead of better. On iOS 12 alone we have Apple Music Japan content that still does not Kana sort, half-assed Apple Maps Japan content, no Japanese TV content what-so-ever even though Netflix Japan and Amazon Prime Japan are going all out. On the just released macOS Mojave 10.14 iMessages is still missing Location settings. The list goes on.
Apple likes to pride itself on being, slightly, ahead of the curve on software internationalization. Sometimes it is, sometimes not. Smart, savvy internationalization of OS, cloud and content services that lead the industry may not sound sexy or produce big profits, but they have a huge impact on product quality around the world.
Making Apple products the best possible products out there was what Steve Jobs was all about. Apple may be stumbling of late, let’s hope they remember their founder by putting all into the job at hand.