A little over a week ago, I started a series of articles in which I pondered what would happen if Apple were to suddenly become subject to my whim, at least as far as the iPhone is considered.  The original idea was to break the series into five distinct parts.  Well, we made it through three so far, including my proposed support for an unrestricted SDK for developers, dynamic icons and USB based sync capabilities for third party applications.  There were to be two more articles, with one focusing on making the App Store a better experience for all involved.  Since the inception of the series though, Apple has had some very well publicized incidents with their App Store.

Let’s recap for a moment, in no particular order:

First, according to PC World we have Apple supposedly censoring a dictionary application because of the content.  Some of the words are of the type that Apple would deem that you should not use.  They insist that since the dictionary is based on the Wiktionary dictionary, that some of the content is simply inappropriate.  Simply, I ask, why should Apple be able to decide the content you have on your iPhone?  It is your iPhone, isn’t it?

Next, we have IntoMobile reporting that Apple is suddenly rejecting e-books and e-book reader type applications.  Why, you ask?  Because they can be used to access illegal content.  Really, I’m not making this up.  Now, let’s step back for a moment and look at this objectively.  Think about all of the various types of applications that could in theory be used to access illegal content.  Go ahead, keep adding to that list.  It’s growing and growing, right?!  As I start brainstorming, a few come to mind:  text editors, picture viewers, office type applications, database type applications, drawing type applications, dictionaries, encyclopedias, internet browsers, music players, movie players and on, and on, and on.  You get the point, right.  In theory, just about any type of application has the potential to access third party content that could be illegal in nature.  You might have even noticed iTunes and Safari listed as potential offenders on my list.  You can definitely access illegal content with them if you want.  How many iPhone’s and iPod Touch’s would Apple sell minus Safari and iTunes?

Finally, we’ve got Gear Diary, along with just about everyone else, reporting that Apple pulled Google Voice type applications.  Long story short here, very shortsighted thinking on Apple’s part.

Now that the recap of Apple’s recent App Store blunders is concluded, let’s take a glance at what would be in store for you if Mr Jobs called me tomorrow:

1. Applications that are submitted for review would be reviewed for full functionality upon initial submission.  Every single aspect of the program would be combed through, looking for any potential bug that could exist.  Of course, this will still allow for the initial delay in getting version 1.0 published, but in the end the tradeoff would be worth it as the end user would have a stable application that did not crash.
2. Subsequent updates would then fall solely as the responsibility of the developer.  He or she would be required to complete their own testing in full, but then be allowed to automatically publish the update to the iTunes App Store.  Right now when a developer is notified of a bug in his or her program, after the fix the application has to be submitted for review and approval.  True, this can be relatively quick at times, taking only a few days compared to the several weeks that it can take.  But, what if you are dealing with a developer that is really responsive to bug reports and customer feedback.  I’ve had the opportunity to work with some developers over the years that would send a fixed version within minutes of reporting a bug.  I’ve also worked with developers that can roll out multiple new features in one day.  The current method of review hurts these developers.
3. I’d encourage the pricing scheme to be revisited.  Yes, I know some of you won’t like this, as you very well may like the 99 cent app that you get.  But, let’s face it… a developer is not going to make a lot of money selling copies of an app at 99 cents per copy.  Some people say that volume is the key here, but if it were known what development costs, and the fact that some developers actually require the money to live month to month on, wouldn’t it make more sense to pay the actual deserved price of the app?  The 99 cent pricing model is killing sustainability, as serious developers that are going to provide real applications for the iPhone, the type that actually make the device worth using, need a justification for doing the work.  If they can’t make money they will stop.
4. The current model of censorship is flawed.  Sure, some apps can in theory be used to access illegal content.  It’s up to the user what he or she puts on their phone, though.  It’s not the phone manufacturer’s right to legislate this.  Do applications that contain explicit content need to be labeled as such – YES.  I agree with this.  I think that the stickers that are on CD’s warning of explicit content are great.  The consumer needs to know that “*&%^#” is in there.  But, if he or she still wants it, fine.  It’s THEIR choice.
5. I’d work with developers.  I’d understand that without the third party developers, I wouldn’t exist.  In my honest opinion if Apple had failed to open up the iPhone for third party application development, the novelty would have faded.  The iPhone would not be the iPhone of today.  Therefore it makes sense to nurture this relationship.  Take care of those that take care of you would be my general attitude.

What are your thoughts on this?  What major revisions, if any, would you make to the iTunes App Store?  Let us know in the comments section below.

[Image:  Apple]

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