There are small but definite signs that Apple is taking steps to improve the iPhone App Store. The first indication of it came during Apple's 2009 Fiscal Third Quarter earnings call that took place on July 21, 2009. The reference was so vague that I didn't even include it in my summary of the iPhone news in that call, but I have been thinking about it ever since then and now I do think that Apple revealed something of substance. Apple COO Tim Cook received a question from Charles Wolf, an analyst with Needham & Co., about the large number of cheap $0.99 apps making it difficult to find good apps on the App Store. In Cook's response, he indicates that change is coming. Here is the question and the answer:
Q: Okay, well, let me ask a question about the App Store then. In
terms of application prices, there appears to be a race to the bottom.
I’ve noticed that there’s an increasing number of $0.99 offerings. Do
you regard this as a concern and if so, are you taking any steps to
enable consumers to separate quality apps from the garbage?
A: Charlie,
we are always looking for ways to categorize apps differently and we do
have some ideas in this area. As you know, today we do it by type of
App and also have show popular apps and top-selling apps, etc. We realize there’s opportunity there for further improvement and are working on that.
In
terms of the price, the developer sets the price and so it’s up to the
developer what to charge and I think what they are doing is they are
doing what any good business person would do, is doing the elasticity
analysis and deciding where to best set their price. I would think as
the installed base grows more and more and more, it makes more and more
sense to have a bit lower prices and, ah—but that’s totally up to the
developers and I am sure each of them may do that in a little different
manner.
The key statement to me was Cook saying that there's opportunity for further improvement in the ways that the App Store categorizes apps and Apple is "working on that."
Then came the news about a week later from places like AppleInsider and Macworld that Apple is now asking developers to submit 255 characters worth of keywords, separated by commas, when an app is submitted with the keywords to be used to improve searching for that app. I don't believe that keywords are being used on the App Store yet—there is no indication of them—but whenever implemented, this should help when you are trying to find an app. Around the same time, Apple released new tools to help developers figure out how long it might take for an app to be approved, along with a way for important app updates to be expedited.
Then about a week later, Apple's Senior Vice President of Marketing Phil Schiller took the very unusual step of writing a prominent blogger, John Gruber, to respond to a post about problems in the app approval process. I wrote about this last Friday.
And then a few days later, suggesting that Schiller's openness might not be that unusual after all going forward, Schiller wrote to Steven Frank, founder of Panic Software, in response to Frank's posts on his blog on July 31 and August 8 that he had stopped using his iPhone as a way of boycotting Apple for problems with the way that it reviews and approves apps, even though this meant that he would have to use a Palm Pre or an Android phone, neither of which he liked. (He wrote on July 31: "They are both lousy in comparison to the iPhone. And Sprint’s coverage
sucks in my neighborhood. I’m going to completely hate using it. I am
voluntarily going to make my own life a bit worse because I believe in
certain principles.") Frank wrote on August 11 about Schiller e-mailing Frank to say that Apple was listening to Frank's suggestions about ways to improve the App Store and, while not all of them were viable, Apple was planning to improve the app store.
(Note to Phil Schiller: If you want to call me too, feel free to do so. I'm sure that Apple has my iPhone number.)
And then there is the rumor
from a few days ago that Apple is planning to release a new version of
iTunes (version 9) that will let you visually reorganize your iPhone
apps using iTunes on your computer, something that would be very nice.
I usually shy away from reporting on rumors here because they are so
often just made up, but this is one that seems so logical to me that it would only be a surprise if they didn't do it.
All of this is still very vague, but reading these many different tea leaves, it appears to me that Apple is very serious about addressing the shortcomings with
the App Store to make it a better experience for both customers and for
developers. How long before we see any improvements? Who knows, but I look forward to seeing what Apple shows us next.