A pair of researchers Soo Ling Lim and Peter Bentley from University College London, set up an artificial life simulation of the app store's ecosystem. They created app developers with strategies such as — innovate, copy other apps, create useless variations on a basic app or try and optimize the app you have. What they found, among other things, was that the CopyCat strategy was on average the best. When they allow the strategies to compete and developer agents to swap then the use of the CopyCat fell to only 10%. The reason — more than 10% CopyCats resulted in nothing new to copy!"
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