Schiller Supports App Store’s Rigorous Approval Procedure

Until recently, the conversation around the App Store’s approval process has been dominated by developers voicing their frustrations, ranging from those who have been outright rejected, to those compelled to resubmit, and even those who have abandoned the platform entirely. Apple’s side of the story has been less heard until Phil Schiller recently shared insights with Business Week regarding the contentious approval process.

Schiller explains that the system is designed with purpose. He notes that about 90% of submissions are rejected due to bugs or technical issues, which developers generally appreciate being flagged (although TechCrunch disagrees).

The remaining 10% are rejected for being “inappropriate,” a term that encompasses everything from security risks like password theft to content deemed unsuitable, such as pornography or applications that facilitate illegal activities. Schiller also emphasizes Apple’s strict stance on trademark protection, stating the importance of defending trademarks to maintain ownership rights.

While this explanation may seem satisfactory, it doesn’t address the concerns of developers hoping for a more open release process on the App Store or other platforms. Apple appears firm in its control over what gets released, leaving developers with little choice but to comply or seek alternatives.

[Source: TheAppleBlog]

For the time being, this approach may work for Apple as the App Store continues to be the leading marketplace for mobile applications.

The majority of interactions with the App Store involve Apple addressing software bugs, which Schiller suggests developers might actually appreciate. However, the ongoing issues with the approval process could eventually lead to greater dissatisfaction among developers, potentially driving them to other platforms.

While Apple’s current market dominance with the iPhone allows them to overlook individual grievances, the growing discontent could force a reevaluation of their approval strategies. Although it’s unlikely that Apple will completely open up its platform, there is a possibility for adjustments to the process and rules that govern app submissions.


Mark is a dedicated writer for TUAW, bringing insightful and engaging content to Apple enthusiasts around the world. With a deep understanding of Apple products like the iPhone, iPad, and MacBook, Mark’s articles offer readers valuable tips, news, and reviews. His expertise in the tech industry, combined with a knack for clear and concise writing, makes him a trusted voice in the Apple community. When he’s not writing, Mark enjoys exploring the latest apps and software updates, always staying ahead of the curve.