Apple sheds light on App Store approval process
It's been over a year since Apple inaugurated its App Store, but we finally have a sense of how the approval process works.
Apple has been reluctant to publicly discuss how developer-created applications get approved, but the federal government forced its hand by sending an official query regarding the rejection of Google Voice several weeks ago. On Friday, Apple answered a series of questions posed by the FCC regarding the App Store and its evaluation policies, and there were several interesting revelations.
First, Apple says Google Voice was not rejected, it just hasn't been approved, and that AT&T was not consulted in that decision at all. AT&T told the FCC the same thing in its own response to the agency's questions Friday.
But, Apple said in its response letter that while AT&T is not consulted regarding submitted applications, that hasn't stopped AT&T from complaining about apps it doesn't like.
"From time to time, AT&T has expressed concerns regarding network efficiency and potential network congestion associated with certain applications, and Apple takes such concerns into consideration," the company told the FCC.
Beyond the Google Voice dustup, however, we now have a broader understanding of how the App Store works. First of all, it's a monstrous administrative challenge. Apple says it receives 8,500 new applications and updates to existing ones every week. There are 40 people responsible for reviewing every application submitted and each app gets reviewed by two people. Eighty percent are approved as submitted with no changes necessary, and 95 percent of applications are approved in two weeks or less. In total, since the App Store was opened last year, Apple says it has evaluated 200,000 apps and updates.
If you do the actual math, the task is sort of mind-boggling. Forty people looking at 8,500 apps and updates during a regular five-day work week comes out to approximately 212 apps per week. But since each app gets evaluated by two different people, that doubles the load to 424 apps per week, or about 85 apps per day. Assuming a standard eight-hour workday (which, let's be honest, is probably not what these employees are getting away with), that comes out to each member of the App Store team reviewing an app every six minutes. So, it's understandable that some apps that violate the rules might accidentally get by the reviewer.
For the controversial or otherwise special cases, Apple has established an App Store "executive review board." While there's no mention of how many members there are, we do know it's made up of senior management responsible for the App Store who meet weekly to determine review process policy as well as take a look at applications that "raise new or complex issues."
The things the reviewers check for when apps are submitted: buggy software, apps that crash too much, use of unauthorized APIs (Google, apparently, excepted), privacy violation, inappropriate content for children, and anything that "degrades the core experience of the iPhone."
Apple is also obligated by a contract with AT&T as its exclusive carrier in the U.S. to weed out apps that allow iPhone owners to make VoIP calls without AT&T's express permission, or any that violate the carrier's terms of service. This included SlingPlayer Mobile, which was rejected by Apple and only allowed to use the iPhone's Wi-Fi and not its 3G cellular signal. Apple says in the letter that the Sling app, which allows video content from a set-top box to be watched remotely, was rejected "because redirecting a TV signal to an iPhone using AT&T's cellular network is prohibited by AT&T's customer Terms of Service."
AT&T said much the same thing back in May when the application's Wi-Fi-only mode created a stir when it finally made it to the App Store.
Apple has started in recent weeks to acknowledge the often confusing and frustrating process that the App Store had become for developers and consumers, including some public communication from Apple Chief Marketing Officer Phil Schiller to developers and a blogger. But this is the first real look at how the process works.
"We're covering new ground and doing things that had never been done before. Many of the issues we face are difficult and new, and while we may make occasional mistakes, we try to learn from them and continually improve," Apple's Friday statement reads.
Updated at 3:50 p.m. PDT.
Erica Ogg is a CNET News reporter who covers Apple, HP, Dell, and other PC makers, as well as the consumer electronics industry. She's also one of the hosts of CNET News' Daily Podcast. In her non-work life, she's a history geek, a loyal Dodgers fan, and a mac-and-cheese connoisseur. E-mail Erica. 
Some people were meant to flip burgers until their last breath.
How in the world does this remain such a low priority? 40 people?
Full disclosure, I've had apps in review for months, so I'm a little frustrated.
BTW, I've had apps/updates approved on weekends, so I'm not sure what their schedule is. Might still be 8 hours/day, just not M-F.
Nice catch all category.
'We don't want to burden you with having to decide just what YOUR core experience is going to be, we'll decide for you'
Soon my DVD player will decide what movies not to play as not to ruin my core movie watching experience.
ANytime you use a device, whatever that device may be, you are adapting yourself to its buttons, its form factor, it usage order, priorities and responses. This goes from coffee grinder to new TV to cars to game consoles to computers to Nokia phones to even clothing and shoes or boots or even toothbrushes.
Every single device maker makes design decisions that impact precisely how that device is used by a user.
If you dislike the core experience of a specific device, don't use it. Or do you prefer someone give you a blank device so you can install the OS and write your own UI code, is that what you mean?
gwailo247 isn't talking about the OS, he's talking about the apps. I think it's a legitimate point that if someone wants to install an app on their iphone, they can decide for themselves whether or not it "degrades the core experience" and it makes little sense for apple to claim that they need to do it for them
like you say, if you dont like it don't use it, so why does apple need to stop you from being able to? except as an excuse to reject an app they don't like
Apple is like Mussolini...the trains will run on time and you will be better off under Hitler , Mussolini , and Hirohito !
In Apple's response to the FCC they mentioned that the developers of certain applications (such as SlingPlayer and Skype) were asked to re-work their applications so that they would adhere to conditions in the AT&T Terms of Service (i.e. no television content or VOIP being passed through the 3G network).
I am an iPhone user in Canada and as far as I can see by my TOS with Rogers (link below) I have no such limitations.
Therefore why am I and the millions of other iPhone users outside the US having our potential functionality limited by AT&T's TOS which we are not subject to?
I feel that Apple needs to pay more attention to the fact that the iPhone is an international product and the Apps on the App Store are available to more than just AT&T customers.
Rogers Consumer TOS: http://www.rogers.com/cms/pdf/en/TOS_Eng.pdf
On a related topic, I wonder how RIM determines the applications in their store? Blackberry devices are available on every major carrier, yet we don't hear too much about the limitations being imposed on the applications, either by RIM or the telecom companies.
This needs to end. I hope the FCC is smart enough to do something about this anti-competitive behavior that all large carriers are committing. Until then phone calls will remain overpriced and innovation won't progress.
Look it up.
It sounds like that part is being done but they are back logged. Well if you are a developer trying to make a living and you put alot of time into something without feedback, maybe there should be an investigation into what is the delay.
"I may be a Fanboy, but I thank God that I am not one of CNET's sheep like most of you."
118 posts to date since you joined, and a random sampling of them and their over the top pro-anything-Apple makes this statement rather hard to baaaaaaahlieve. :)
You obviously gava a *** because you were so quick to post a reply, huh.
Well veggieman we all don't have as much free time as you to be posting over 5,000 posts (Wow!) I actually work for a living, but when I did take the time to post my lowly 118, as you noted, it was in between jobs and about something that I felt strongly about. Well I can't waste a whole lot of time with guys like you. Its Saturday and I have to get back to work. You should try it.
(Disclosure: Typing this on my MacBookPro tethered to my iPhone)
We're talking about one of the more advanced software developers out there. It's conceivable that every app is sent through a preflighting software that checks for 99% of the things they're looking for.
Get a grip people. This is Apple we're talking about. The App Store and iTunes Store are top priority within their organization, I'm sure. It's not like they're rolling in dough from their computer sales.
-Deek
In simple language it means Apple doesn`t want you to be able to use something better than what Apple provides.
And this is exactly why closed systems suck...And exactly why Apple Sucks !
Works perfectly on Android !
"Apple keeps iPhone users in the dark"
- by chinamobile88 August 22, 2009 9:30 PM PDT
- The rumor is that Apple will soon sign a deal with Chinese mobile carrier for 5 million iPhone deal. If you think FCC probing is interesting, wait for Chinese government/regulators probe Apple for any fishy practice :)
- Like this Reply to this comment
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