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Mon, Jun 1, 2009 9:48 EDT

So THAT’s How Apple’s iTunes App Store Approval Process Works...

Apple’s mysterious iTunes App Store application approval process (finally) explained...via comic strip?!?!

Topic: Mobile

Blog: Mobile WorkHorse

Current Rating: 5 Comment: 1

To say Apple’s approval process for its iTunes App Store is a bit of a black box would be an understatement.

joke comic strip of how Apple's iTunes App Store approval process works
Apple's iTunes Apple Store Approval Process Explained via Joy of Tech

But today, I came across this Joy of Tech comic strip that clears up all the confusion. And I just had to post it to Mobile WorkHorse. It’s clearly satirical, yet the process detailed within the graphic seems to make about as much sense as any other explanation the iPhone- and iPod-maker has offered for why it seemingly rejects some apps for no reason, while letting other similar ones pass without question.

Additional mobile software store operators like Microsoft (Windows Marketplace for Mobile), Research In Motion (RIM, BlackBerry App World) and Nokia (Ovi Store) could learn a thing of two from Apple about how not to handle developer software submissions, lest they be similarly ridiculed in comic form.

Whether or not iPhone/iPod apps get approved, according to Joy of Tech, mostly comes down to whether or not Apple is feeling “evil” on any given day…which ironically doesn’t seem too off base from what little we actually know about the “official” process.

AS

JoyofTech via IntoMobile

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Thu, Nov 12, 2009 8:38 EST
Posted by: jessonerik
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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 on cheap vps 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.

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About this Blog

Al Sacco writes about (and drools over) anything and everything mobile or wireless as it applies to the global workforce--with a focus on BlackBerry smartphones.

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