In an interview with Business Week, Phil Schiller has come out in defence of the App store approval process. He claims that they are trying to create a store that “people can trust”. He says that 10,000 apps are submitted every week, of which 10% are rejected for being inappropriate, but most are technical. He says “Developers are generally glad to have this safety net because usually Apple’s review process finds problems they actually want to fix”. He also talks about the difficulty of keeping the approval process running, as the number of apps is constantly increasing, and the need for Apple to protect its trademarks.
One piece of news in the interview that may raise some hope with developers, is that Schiller says Apple is learning from the process, and attempting to become more flexible. It’s hard to find someone not on the Apple payroll who thinks the approval process works well, so even a hint of reform is a step in the right direction.