August 24th, 2009
Apple App Store approvals: The perception game playbook emerges
The Apple App Store playbook is starting to come into view. The game appears to revolve around managing perception and backing Apple into a corner if you’re a developer on the fence. Apple has its own playbook to play defense.
A big part of the playbook was revealed by RealNetworks when it announced its Rhapsody app for the iPhone. Now RealNetworks isn’t stupid. It knows that Rhapsody could be competitive with Apple’s iTunes. What’s a company like RealNetworks to do? Play offense. Tell the world that an iPhone app is coming and then officially set the approval clock. Here’s a look at the App Store plays:
Play 1: The preannouncement. RealNetworks executed this play nicely (Techmeme). In a blog post, the company said:
This week Rhapsody will submit our on-demand streaming music application for the iPhone and iPod Touch to Apple for review.
RealNetworks could have said: Hey Apple, here we come. Please approve us or the Feds may become even more interested in you. If Apple shoots Rhapsody down RealNetworks gets a little more mileage out of the tech news cycle.
Look for a lot of derivative plays after the Rhapsody move.
Now if you’re Apple you have to play a little defense here. Luckily, Apple has been working on its game with the Google Voice flap. Apple’s response to the Federal Communications Commission (FCC) inquiry about Google Voice on the iPhone gave us insight to a few plays.
Play 2: It’s our user experience, dammit. When in doubt, Apple can always go with the user experience line. Apple integrates the software and hardware so you don’t have to. Apple says regarding Google Voice:
The application has not been approved because, as submitted for review, it appears to alter the iPhone’s distinctive user experience by replacing the iPhone’s core mobile telephone functionality and Apple user interface with its own user interface for telephone calls, text messaging and voicemail. Apple spent a lot of time and effort developing this distinct and innovative way to seamlessly deliver core functionality of the iPhone.
Translation: The FCC can’t get into our user experience, can it?
Play 3: Blame the code. Apple always can just say your code is buggy. No preannouncement can tackle that one. Apple told the FCC:
Most rejections are based on the application containing quality issues or software bugs, while other rejections involve protecting consumer privacy, safeguarding children from inappropriate content, and avoiding applications that degrade the core experience of the iPhone.
Play 4: Use the security crutch. Every application is insecure right? Therefore, every app can be rejected on security grounds. Apple told the FCC:
Applications must not contain any malware, malicious or harmful code, program, or other internal component (e.g. computer viruses, trojan horses, ‘backdoors’) which could damage, destroy, or adversely affect other software, firmware, hardware, data, systems, services, or networks.”
Future plays: Once Apple shoots an app down, the developer will take to the blogs. This developer will then detail how good the code is, how secure the app is and how there should be an investigation into Apple. Apple will then counter. After running these plays for a few months, a more transparent and effective App Store approval process will emerge. If not, at least these spats will be entertaining.
Larry Dignan is Editor in Chief of ZDNet and Smart Planet as well as Editorial Director of ZDNet sister site TechRepublic. See his full profile and disclosure of his industry affiliations.
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