That all depends on Apple’s ability to run it effectively, and they have basically no demonstrated ability to do that.
App Review is an absolute joke. Listen to last week’s Accidental Tech Podcast. One of the hosts is developing an IMDB competitor app, and he’s been rejected three times as of that episode. One rejection was for playing copyrighted video without permission – in an app that doesn’t have any code that can play a video. One was for not having a link to his T&Cs in a field in the app store that can’t render links. And the third was for displaying copyrighted media in his screenshots (maybe? no one really knows), and that media was the cover art for movie and TV shows. None of those even pass the sniff test. We all know that you’re allowed to show the cover art for a movie in an app that has information about movies. We all know that’s Fair Use, but beyond that, a third grader knows that literally everything in the world that presents information about movies does it. At the exact same time that all this is happening, Apple happily published some scammer’s app called “Threads” and let it collect 300,000 people’s information who thought they were downloading the actual Threads app from Meta.
It’s always been this way. I personally wrote the original iPhone app for a large US retailer in 2008 – the first year the App Store existed. App Review’s only purpose then was to detect your use of private APIs, usually because that would let you build things Apple didn’t want you to build. That’s the only purpose it serves today, 15 years later. Everything else is random noise that just punishes you unpredictably for no reason. I had an update of that app rejected once for using our own company logo as the icon. They don’t catch obvious scams. They never have. The people doing these reviews know nothing or are given so little time that the way to game their metrics is to just randomly reject sometimes without analysis. Unless they change something, it’ll just be a thing that scammers fill out however they want with no consequence to them at all, and a random 5% of legitimate developers will waste a few weeks arguing over when it’s applied to them with no logical basis in reality.
Just to second this take: My experience is that initial app review gets failed for random reasons that you have to be ready to argue about. Then in updates to the app, the developer can do pretty much whatever you want without any consequences.
That all depends on Apple’s ability to run it effectively, and they have basically no demonstrated ability to do that.
App Review is an absolute joke. Listen to last week’s Accidental Tech Podcast. One of the hosts is developing an IMDB competitor app, and he’s been rejected three times as of that episode. One rejection was for playing copyrighted video without permission – in an app that doesn’t have any code that can play a video. One was for not having a link to his T&Cs in a field in the app store that can’t render links. And the third was for displaying copyrighted media in his screenshots (maybe? no one really knows), and that media was the cover art for movie and TV shows. None of those even pass the sniff test. We all know that you’re allowed to show the cover art for a movie in an app that has information about movies. We all know that’s Fair Use, but beyond that, a third grader knows that literally everything in the world that presents information about movies does it. At the exact same time that all this is happening, Apple happily published some scammer’s app called “Threads” and let it collect 300,000 people’s information who thought they were downloading the actual Threads app from Meta.
It’s always been this way. I personally wrote the original iPhone app for a large US retailer in 2008 – the first year the App Store existed. App Review’s only purpose then was to detect your use of private APIs, usually because that would let you build things Apple didn’t want you to build. That’s the only purpose it serves today, 15 years later. Everything else is random noise that just punishes you unpredictably for no reason. I had an update of that app rejected once for using our own company logo as the icon. They don’t catch obvious scams. They never have. The people doing these reviews know nothing or are given so little time that the way to game their metrics is to just randomly reject sometimes without analysis. Unless they change something, it’ll just be a thing that scammers fill out however they want with no consequence to them at all, and a random 5% of legitimate developers will waste a few weeks arguing over when it’s applied to them with no logical basis in reality.
Just to second this take: My experience is that initial app review gets failed for random reasons that you have to be ready to argue about. Then in updates to the app, the developer can do pretty much whatever you want without any consequences.