App Approval Process Explained by Schiller

Apple’s senior vice-president of worldwide product marketing, Phil Schiller, has opened up in a new BusinessWeek interview about the controversial app approval process. Defending the App Store and its policies, Schiller served up some insight on a bizarre pattern of seemingly hypocritical rejections and approvals...

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Apple’s senior vice-president of worldwide product marketing, Phil Schiller, has opened up in a new BusinessWeek interview about the controversial app approval process.

Defending the App Store and its policies, Schiller served up some insight on a bizarre pattern of seemingly hypocritical rejections and approvals that have confounded many developers and forced some to wash their hands of Apple altogether.

“We’ve built a store for the most part that people can trust. You and your family and friends can download applications from the store, and for the most part they do what you’d expect, and they get onto your phone, and you get billed appropriately, and it all just works.”

But while mobile customers haven’t shied away from the app store, many developers have – primarily because of the mystery surrounding why Apple rejects some apps and accepts others. 10% of rejections are caused by illegal or inappropriate content.

From attempting to steal personal data to putting forward material unsuitable by community standards, Schiller reports that numerous apps are submitted and quickly rejected for patently endeavoring in some capacity to break or violate known laws. One example given is an app that helps gamblers cheat at 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 revealed.

To check out more of Phil Schiller’s interview with BusinessWeek, click here.

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