Dear Apple,
I know we’ve only been friends for a short time; however, I thought, in the interest of maintaining that friendship, I’d write you this little note regarding the recent changes to your App Store’s policy on updates.
Used to be, that when a developer released an update, his app was given extra exposure in the market by way of its inclusion in the iTunes section particular to the category for that app (i.e. the All Apps section sorted by its default: release date). It wasn’t a huge amount of exposure (as your app was quickly bumped down the list by others that had been released more recently), but it was very helpful, and justified the time and expense of adding new features, and generally improving your app.
Now, only new (i.e. version 1.0 or less) apps that have never been seen before on the App Store will benefit from this exposure. While I understand this is closer to most people’s definition of ‘new’, this policy will have several negative effects:
- The quality of apps featured in this section (given their 1.0 status) will generally decrease, leading to less interest in items listed therein
- Developers will be more incented to release new apps instead of improving their old ones, given the enhanced exposure for these titles and the lack thereof for their former efforts. This again reduces the general quality of apps on iTunes.
- Those without a large marketing budget (i.e. over 90% of your developer base) will lose interest in developing for your platform if they can gain no exposure for their app, which subsequent its release, disappears into the bowels of iTunes, seldom to be seen again — therefore generating no revenue for either the developer or Apple. Just how much money do you think the average developer can spend on marketing anyway when their app retails for a buck?
I can clearly understand your rationale for making this move; as I am certain there were many developers gaming the system by releasing frequent, though insignificant ‘updates’ in order to maximize their marketing presence on iTunes. There should be some middle ground however that would work for everyone. Perhaps, given each app is manually reviewed, the significance of the update can be ascertained at that time, and a database flag can be set indicating its worthiness, or lack thereof, for inclusion in the section. Failing that, perhaps offer developers the opportunity to be featured within on a monthly basis. This would hopefully ensure the developer would have sufficient time to perform updates of significance, and generally improve the quality of apps on the store.
There will always be people who will attempt to game the system… that doesn’t mean you should throw the baby out with the bathwater! So again, in the interest of maintaining our budding relationship, may I suggest you rethink your policy in light of the above.
Your bud,
Ray
