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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