MC Siegler wrote recently in Techcrunch about the seeming disorder of the iPhone application approval process. Since it’s emergence, there hasn’t been much rhyme or reason to the process by what apps gets approved or rejected or why there is such a lag time between updates once they’ve been submitted for approval. And it’s not a new problem, but has been a feature of the store since its inception. And Siegler isn’t the only author to notice the growing problems.
Most recently there has been the controversy surrounding the Nine Inch Nails app which was accepted, then rejected, then accepted again after no changes were made to it. Then there is the entire issue of nudity in apps. Unlike the initial version of the store, there is a process in place for developers to indicate whether the submission in question is intended for adult audiences. That system would appear to have answered the many potential issues consumers face when trying to prevent minors from obtaining access to such apps. But the few that were initially approved were removed with Apple citing the same rules prohibiting what they viewed as obscenity they had in place prior to the App Store upgrade. It prompted one site, Joy of Tech, to post their all-encompassing guide to the App Store approval process that has been the source of frustration for many.
The whole process has led me to conclude that Apple management have either given no instruction or concrete process to its authorization staff or the process is so vague that its open to multiple interpretations. This alone is an odd position for Apple which normally reigns tight control over all aspects of its product line. And it makes it all the more puzzling why it appears nothing has been done to address it. Siegler notes the same concerns:
This makes no sense. To the point where I’m not sure there is anyone actually in charge of all of this for Apple. Instead, I’m starting to think this whole system is run by a group of people, all with different thoughts on the approach Apple should take with apps. And none of whom seem to communicate with each other very well.
Despite the enormous amount of revenue the store is generating, it’s an issue Apple would do well to alleviate sooner rather than later. There aren’t many avenues for its competitors to exploit, but this could be a significant one. While developers for the iPhone are likely loyal Mac users themselves, a clearer, more transparent submission policy as well as a faster submission-to-consumer acquisition process could very well be the edge companies like Palm, RIM, and Sprint would need to lure the more creative talent away from Apple. Either way, it’s Apple’s game to lose and so far they don’t seem too concerned about even playing.
Related articles
- First iPhone porn app drama (textually.org)
- Dan Frommer: Smartphone Wars Are Set, Who’s Going To Win? (huffingtonpost.com)
- So Far, Push Notifications on the iPhone are a Letdown (readwriteweb.com)
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