What is the way out of Appageddon?
Apple has to care more about the unintended consequences of App Store guidelines.
The current App Store guidelines threaten the fundamental principle of the ecosystem: they create unequal conditions for apps to be able to change the world and innovate like never before. The current policies and their enforcement make the app review process more challenging for first-time developers and yet are still not 100% efficient in preventing clone and spam apps from spreading across the App Store.
According to the current version of the rule 4.2.6 on banning template-based apps:
and article 4.3. on banning spam:
GUIDELINES VS. IMPLEMENTATION:
What’s wrong with the current implementation of the policy, and what should Apple do about it?
Firstly, Apple should overcome the lack of transparency over the implementation of the guidelines. For example, it is not acceptable, and it goes against the philosophy of the company to allow certain businesses, such as for example IBM, to develop template-based apps for its clients and not being impacted by the new rules.
Apple should be hesitant to implement one-on-one individual implementation tweaks and instead push for more efficient feedback and communication with all stakeholders.
Apple should also focus on improving the capacity of the human factor in the app review. It should avoid situations when the same developer faces a severe lack of consistency in the rule implementation process.
Additionally, Apple could also change the algorithm that lists apps based on categories and disadvantage “clone” but beneficial apps by making it more difficult for users to find them on the App Store, for example, by having to type in exactly matching names.
What’s wrong with the current policy, and how to solve it?
In order to clean the Apple Store while avoiding killing app-creation tools that allow organizations to have their own apps without developing a unique app in-house, Apple should also make adjustments to the wording of the guidelines.
New wording should reflect the fact that not all white-label apps should be put into one group, and the process of designing the new rules should take into consideration voices from key stakeholders (developers, representatives of both large corporations and small businesses, non-profits, governments). In particular, Apple should include the opinions of the municipal, state, or federal government bodies, especially in the context of the rising concerns about the lack of regulation of big tech companies.
Apple should consider extending the 4.2.6 section by also accepting apps based on “unique content and services,” in a similar way as Google Play does. Apple should also focus more on clones that are still present at the App Store despite the change in the guidelines, for example by focusing on companies that acquire their competitors and end up changing their apps into duplicated versions of the main app, which was the case for example for Mail Pix, Inc.
To sum up:
To reach the goal of further improving user experience, enhancing safety and trust, Apple needs both to update the wording of article 4.2.6 of the App Store guidelines as well as focus on enhancing the implementation of the policy. Apple should focus more on targeting the quality of the app, instead of the way it’s generated.
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Sources:
⁃ Kathryn Kosmides, Medium Blog, https://medium.com/@m_64658/did-apple-just-crush-white-label-apps-4aee14d00b78
⁃ Dan Strutt, Medium Blog, January 10, 2018, https://medium.com/@danstrutt/apple-updates-guidelines-for-white-label-apps-2018-80d54afdf1fd Apple Updates Guidelines for White Label Apps 2018
⁃ Sarah Perez - Tech Crunch - Apple’s widened ban on templated apps is wiping small businesses from the App Store - https://techcrunch.com/2017/12/08/apples-widened-ban-on-templated-apps-is-wiping-small-businesses-from-the-app-store/
⁃ Apple revises its controversial guidelines on template-based apps - Sarah Perez - December 20, 2017 - https://techcrunch.com/2017/12/20/apple-revises-its-controversial-guidelines-on-template-based-apps/
⁃ App Store Review Guidelines - https://developer.apple.com/app-store/review/guidelines/#minimum-functionality.
⁃ Tech Crunch - Apple removes VoIP app clones from the App Store, February 27, 2019 https://techcrunch.com/2019/02/27/apple-removes-voip-app-clones-from-the-app-store/
⁃ Medium - Apple & White label apps https://medium.com/@andyferrett/apple-white-label-apps-brightec-brighton-uk-60969a7fae8e Andy Ferrett
⁃ TechCrunch - Google follows in Apple’s footsteps by cleaning up its Play Store - https://techcrunch.com/2018/07/27/google-follows-in-apples-footsteps-by-cleaning-up-its-play-store/. Sarah Perez - July 27, 2018
⁃ Apple’s Control over the App Store is No Longer Sustainable, 10/21/2019, https://techcrunch.com/2019/10/21/apples-control-over-the-app-store-is-no-longer-sustainable/.
⁃ CNBC - Inside Apple’s tam that greenlights iPhone apps for the App Store https://www.cnbc.com/2019/06/21/how-apples-app-review-process-for-the-app-store-works.html.
⁃ The top 1% of app store publishers drive 80% of new downloads: https://techcrunch.com/2019/11/21/the-top-1-of-app-store-publishers-drive-80-of-new-downloads/. 2019
⁃ Apple launched a dedicated mobile app for its developer community - Apple today is introducing a new resource for the over 23 million registered members of its developer community, with the launch of a dedicated Apple Developer mobile app. Tech Crunch - November 18, 2019 https://techcrunch.com/2019/11/18/apple-launches-a-dedicated-mobile-app-for-its-developer-community/.
⁃ While-label apps vs. Appstore review - https://medium.com/zagl/white-label-apps-vs-appstore-review-56a44804d810 - August 30, 2018











