It seems that so far Apple has succeed in regulating which applications are available for the iphone/ipad and which not, but some of the polemic decisions they have taken lately plus the tedious process of getting applications approved have forced programmers and developers to take different paths to achieve their goals.
Apple has said that they don’t allow flash to run on iphones mostly because it consumes the battery rapidly and can also encourage hackers to run unwelcome executable code that can interfere with the normal operation of the phone, even though the debate stills on, the truth is that besides battery consumption Apple is not interested at all in loosing control on its Apple Store, by allowing flash to run on the iphone, Apple will automatically allow developers to create their own flash apps and offer them directly to the public, this means that besides shared revenues from any App they will also loose the capacity to review and approve what they consider safe for the device and the public.
Apple enjoys exerting total dominance over its hardware and the software that runs on it, but in this case I’ve seen more and more programmers finding their own way to get there.
The approval problem
As of January 15, 2010, there were at least 133,979 third-party applications, this means that a lot of the applications have already been invented; in some categories even different variations of the same kind of application can be found, all these translate in smaller space and opportunities for new developers, in one hand is taking longer for Apple to approve new Apps due to overwhelming number of requests and in the other hand they are turning down a lot of applications that are similar to the ones already up or just represent some kind of conflict of interest; Apple doesn’t want apps that allow you to call over the web, adult content and weird things like ispoofcard that allows you to call any number but showing different call ID number.
This absolutely understandable control have forced companies to take desperate decisions in order to get their apps approved and if they don’t they are just developing stand alone apps that can run independently from the Apple Store.
For instance Fantasy Interactive, one of the best interactive new media agencies in the world published an open letter to Apple (or specifically to Mr Steve Jobs http://dearstevejobs.com/) in behalf of SVT, the Sweeden’s largest television station in order to get approve their app for their Free TV on demand service. They even send a group of Swedish activists with iphone costumes, banners and flyers to the Cupertino headquarters in California. You can imagine the drama of getting this application approve, but what about all those companies without the pockets of SVT… just prays and patience. (Read Case Study Here)
I don’t disagree with Apple regulations, most of them benefit human principles and social respect, I’m converted Mac user and I love the company and its vision but I firmly believe they will loose this battle of controlling apps developed for the iphone; just recently in January 26 2010 Google launch a voice mobile web app for the iphone that never was approved by Apple. The application allows people to make cheaper long distance calls through Google Voice bypassing the ATT mobile network, beneficial for end user, but not so much for iphone and ATT which will make less money from their clients.
Even though the Google Voice App is probably the most famous one that has bypass the Apple approval process is not the only one, other companies are just creating apps that work with the iphone and not necessarily have to be download from the Apple store. And I have to say they work smoothly and just fine; I believe other developers will very soon take this road.
Google Pressure
The other problem Apple is facing is the enormous pressure from the Nexus One and the Android platform that Google as opposite as Apple has open to developers and doesn’t have any intention to regulate; it is true that the Nexus One doesn’t have the traction yet to became a treat for Apple but with more apps available for Nexus One and more companies carrying the phone the panorama may dramatically change on the coming years. Just few days ago Google opened officially an App Store for Businesses.
I don’t believe Apple will ever open their platform as Google did but I imagine we will start to see a lot of vertical independent directories of “non official iphone apps” that people will start to use just as they use the regular official iphone apps.
This article has been written by Libardo Lambrano, founder of Syndikomm; an online marketing firm based in New York city and specialized in multicultural markets. Libardo Lambrano, a digital citizen of the world can be reached@llambrano
posted by Libardo Lambrano in
Technology and have
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