Just Who Are the Apple App Store Kingmakers?

Apple's iTunes App Store is one of the hottest things going right now in the mobile space. Apple in fact just hit one billion downloaded iPhone applications. But there's a mystery behind the scenes here - one that's bigger than "Who is Batman?" Namely, just who exactly at Apple controls the iTunes App Store home screen (depicted above) and what goes into the featured choices they make each week?

On the surface, the App Store appears to be truly democratic and open to any developer. Like clockwork, every Tuesday at midnight PST the deck is reshuffled on both the desktop and iPhone stores. It highlights new and notable applications that Apple's team selects. These apps remain in "heavy rotation" on the home screen for seven days or more.

However, the reality is that the selections are truly anything but democratic. Apple has been known to deny or approve applications randomly and at it's own discretion. One such app was initially denied for featuring the UK's Daily Sun, which often runs objectionable photos. And most weeks Apple appears to highlight applications from marquee names - big media companies, major marketers and game developers - complete with giant graphics and call-outs.

This is not as trivial as it may seem. As mobile applications grow in popularity, the App Store home screen is becoming one of the hottest tickets in marketing. The app selections Apple makes probably have a huge impact on initial downloads and purchases.

I don't have the time or the inclination to investigate this further. It would be great if someone can follow up on this to find out just want goes into the mix. Presumably, Apple's team looks at the schedule for when apps are set to hit the store (which developers can set) and then makes choices just like any editor. I do not believe these spots are paid for although Apple does nothing to keep us from wondering.

However, the iTunes App Store kingmakers are not just ordinary editors. With more and more companies developing apps it's in Apple's best interest as a semi-open platform to provide more guidance and transparency around what goes into the mix - for example, why is one tip calculator highlighted on the home screen over another? Some of this may be forthcoming. Perhaps if we elevate the conversation and shed some light on the process it will encourage Apple to do more. Microsoft ( an Edelman client) appears to be far more transparent here.

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Comments

[John Atkinson]

Good and timely post Steve. Being an iPhone developer for about a year and half, with a web app that was featured last year and named a staff pick (PimpMyNews), I can tell you there are no published guidelines -However, through various conversations with Apple's Developer Relations folks(as recently as yesterday), I have a general idea of the process & criteria.

These spots are not paid. Apple staff have told me that being selected as a staff favorite or a featured app is an "organic process" that starts with the team who approves apps.

They look for unique apps that leverage the "differentiating features" of the iPhone, including the accelerometer, location services/GPS, etc. They also ensure the app strictly adheres to the "Human Interface Guidelines." Once you clear this hurdle, the app is routed to "many others", who ultimately make a determination.

From the developer side, it's a "black box", you'll never know how close or how far you were from making the cut - but if you're lucky, you'll wake up one day with your server struggling to handle a 10X increase in traffic.

[Matthew Quint]

Thanks for the the thoughts, Steve.

The power and rationale behind "featured" elements on many websites is an interesting thing. Sometimes these selections are transparent, but often they aren't.

I actually did a post on the friction between Apple and its app developers a couple of months ago which is leading to "independent app stores" for jailbroken iPhones.

It will be interesting to see if Android can gain increased traction in this space--it will depend, of course, on other cell phone manufacturers providing touch screen functionality that matches that iPhone.

Matt

[Matthew Quint]

Oops - my "independent app store" post is here.

[Matthew Quint]

My apologies, hyperlinked test attempts show up on the preview, but not when posted. http://withusnotatus.squarespace.com/journal/2009/3/8/iphone-app-update-independent-app-stores-opening-soon.html

[dante]

I'm intrigued by many of the new iPhone and web apps in general. I found widgetbox last week.

Is the any, or many on-line retail outlets for widget developers who either sell their widgets, or provide them for free? a Marketplace? Thanks.

[Daniel]

I assume it's a process very similar to how band's get selected to be the "single of the week" or otherwise featured on the iTunes Music Store. No money "officially" changes hands, but there is a lot of wheeling, dealing and schmoozing going on. I'm friends with a band that was recently featured and they described going to meet the iTunes team, and all the behind-the-scenes posturing their label was doing to court Apple. There is a lot of money at stake, so, like any grown-up industry, the system favors the more established, larger players that know how to play the "game".

[Billy]

looks like apple takes care of its friends.