Since the very start of the App Store, some developers have criticized Apple for being opaque with its decision-making. Apple, it seems, doesn’t agree with these claims.
In a response to formal complaints made to Australia’s antitrust watchdog by Epic Games and others, Apple defends its reviews process. Far from being slow and tough to deal with, Apple argues that it works quickly, and provides all the information it needs to in a swift and open manner.
Apple is surprised by criticisms
In its letter, Apple writes that it is “surprised to hear that developers have legitimate concerns” about Apple’s app review process. It continues that it “invests significant time and resources in engaging with developers” to ensure the process works well.
Apple writes that it reviews 73% of submitted apps within 24 hours. If an app is rejected, Apple provides detailed feedback. It also allows developers to correspond with the Apple team member who reviewed the app via its App Store Connect. If developers want to appeal, they can do so to a broad of senior app reviewers. They will review the app again and provide a response to the developer.
Apple continues that it:
“operates a worldwide telephone support line for developers who have enquiries about topics such as app submission and management, enrolment and membership, and analytics. This support line is available in all 175 countries where the Apple App Store is present and, on average, facilitates 1,000 calls per week.”
The challenges of running the App Store
No-one would deny that Apple has a tough job with the App Store. Unlike, say, a phone carrier, Apple is liable to receive criticism for hosting objectionable content. It also has to make decisions in keeping with different laws and demands around the world, without compromising its core values. On top of this, it must work to make the App Store a place everyone can enjoy, ideally without being too unnecessarily censorious. Oh, and increasingly it’s criticized because it demands to take a cut of payments.
Apple has taken some steps to address criticisms, such as slicing its commission in half. But, as this response shows, it’s not going to back down without a fight.
Are you a developer? How have your experiences with Apple been? Have you found them easy or tough to deal with? Let us know in the comments below.
Luke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He’d like you a lot if you followed him on Twitter.
