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Cloud Call Center Community Featured Article

TMCNet: BLOG: TechBlog: Apple exec speaks out on iPhone app approvals [Houston Chronicle]

[November 23, 2009]

BLOG: TechBlog: Apple exec speaks out on iPhone app approvals [Houston Chronicle]

(Houston Chronicle (TX) Via Acquire Media NewsEdge) Nov. 23--Apple's notorious lack of transparency helps it in some ways -- creating a free-publicity juggernaut [http://www.chron.com/CDA/archives/archive.mpl?id=2007_4381440] via its rumor-obsessed legion of fanboys -- but hurts it in others. The company's unwillingness to offer real details about the approval process for its iTunes App Store has frustrated developers, many of whom are starting to explore other platforms [http://www.businessweek.com/technology/content/nov2009/tc20091121_780331.htm].


And at least one high-profile developer -- Joe Hewitt, who developed Facebook's wildly popular iPhone app -- has walked away [http://www.techcrunch.com/2009/11/11/joe-hewitt-developer-of-facebooks-massively-popular-iphone-app-quits-the-project/] from the iPhone/iPod Touch platform completely.

This is a serious issue for Apple. Sure, the iPhone has more than 100,000 apps written for it, giving it a huge advantage. But those apps exist because developers are willing to create and submit them. If developers sour on Apple, the game's over.

So it's not altogether surprising that Phil Schiller, Apple's senior vice president for worldwide product marketing, has emerged from the bunker at Cupertino to talk with BusinessWeek [http://www.businessweek.com/technology/content/nov2009/tc20091120_354597.htm] about the App Store approval process.

In the interview, Schiller likens Apple's role to that of a retailer, making sure that the products offered in its App Store are of high quality. He outlines four primary areas in which apps are rejected: Most are approved and some are sent back to the developer. In about 90% of those cases, Apple requests technical fixes--usually for bugs in the software or because something doesn't work as expected, Schiller says. Developers are generally glad to have this safety net because usually Apple's review process finds problems they actually want to fix, he says.

In some 10% of cases where an app is sent back, that's because it's inappropriate. "There have been applications submitted for approval that will steal personal data, or which are intended to help the user break the law, or which contain inappropriate content," Schiller says.

About 1% or fewer of returned apps fall into some gray area that Apple hasn't anticipated--for instance, applications intended to help the user cheat at gambling in casinos. "We had to go study state and international laws about what's legal and what isn't, and what legal exposure that creates for Apple or the customer," Schiller says. The verdict: Apps that help a user learn how to play are O.K.; those designed to help a person cheat don't make the cut.

Apple is also vigilant about potentially illegal use of trademarks, particularly its own. "If you don't defend your trademarks, in the end you end up not owning them," Schiller says. "And sometimes other companies come to us saying they've seen their trademarks used in apps without permission. We see that a lot." Still, the trademark rules can be applied inflexibly, he concedes.

The volume of submissions is staggering -- about 10,000 each week. That certainly explains delays in the approval process.

Missing from the interview with Arik Hasseldahl are tidbits about some of Apple's more controversial decisions, such as not approving (but also not rejecting) the Google Voice application, which has drawn the attention of the FCC [http://consumerist.com/5343391/apple-google-and-att-respond-to-fccs-google-voice-questions]. It would have been interesting to hear Schiller talk about how Apple decides when an app duplicates functions provided by the iPhone or iPod Touch, and why some Voice Over IP apps have gotten approved, but the Google app remains shelved.

Apple's approach to app approvals appears to be one that favors the consumer appeal over the developer, which is a traditional point of contention for any retail middleman. On top of that, designing software is a creative endeavor, and even though their medium is code, programmers are artists. As with all creative types, they become frustrated when their work isn't available to be enjoyed by others or, worse, when it's changed or censored.

As its App Store continues to burst at the seams [http://blogs.chron.com/techblog/archives/2009/10/100000_iphone_apps_good_news_and_bad_news.html], Apple's going to need to do something to relieve this tension, or developers will indeed go elsewhere.

Technorati Tags: iphone [http://technorati.com/tags/iphone],apple [http://technorati.com/tags/apple],app store [http://technorati.com/tags/app+store],developers [http://technorati.com/tags/developers],software [http://technorati.com/tags/software] To see more of the Houston Chronicle, or to subscribe to the newspaper, go to http://www.HoustonChronicle.com.

Copyright (c) 2009, Houston Chronicle Distributed by McClatchy-Tribune Information Services.

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