Apple needs to improve its App Store review process now

Apple is the one of the most valuable companies in the world. It produces gems of technology that are intuitive, beautiful and responsive. However, their App Store Review is nothing like that.

With over 1.2 million apps available for iOS, the Apple App Store is a very, very crowded place. Just days before iOS 8 launched, developers were jostling to update their apps to be compatible. Apple can’t approve everything in time, and that shouldn’t be the case.

Even without the deadline, as of the time of writing, I’ve been told that my permission-monitoring app, Folr, will take a frustrating eight days for Apple to review any update or change. A few kind developers have started a site to track the review time. You can also follow #iosreviewtime on Twitter.

While I agree that curation is absolutely necessary to separate the wheat from the chaff, Apple should be able to do it faster. It is after all in their best interest to allow existing apps to continue improving and bringing in more exciting ones, as fast as possible. Apple takes in around 30 percent  (depending on country) of revenue for all downloads and in-app purchases. So better apps allow it to make more money. Waiting one week for approval on updates or launches would cause fickle customers to switch to a slew of alternatives.

With more hobbyists dabbling in tech, the situation is likely to worsen. Nowadays, it seems like everyone around you has an app or an idea for one. With “plug and chug” development websites, you plug in just a web address and after 30 seconds of selecting options, presto, you have yourself an “app”!

Professionals and amateurs are stuck in the same queue, hoping to get Apple’s attention. Some point out that there is an emergency button for app review. In the event of severe breakdown, break the glass and jam the “Expedite Review” button for help. But the cavalry still decides whether or not it will swoop in to save the day. Furthermore, like the boy who cried wolf, after the first time everyone rushes in subsequently, no one will believe in your critical bugs and meltdowns anymore.

After six years in existence and making more than US$10 billion dollars, the App Store must evolve and improve this app review process. I have the following suggestions:

1. Separate queues for professional and amateur developers

App development companies rely on rapid response times to stay alive – to feed its employees and their families. Leisure developers do not have that stress. There should be dedicated resources to the pros. Apple can certify professionals the same way that Microsoft does.

2. Allow for instant minor updates

It is ridiculous to wait days to change a grammatical or numerical error. The difference of promising “1,000” and not “10,000” reward credits for one week in a poker tournament can break a company. Likewise, small fixes should be allowed to keep the app functioning.

Perhaps an honor system can be applied, where the first few minute updates can be permitted without oversight. But should excessive changes or consumer complaints occur, the app is suspended from review.

3. Premium customer support

Those with urgent needs should get an option for a dedicated account manager to expedite their requests. Amazon Web Services offers the exact thing that the iOS review process needs. AWS’s website states that it offers “a one-on-one, fast-response support channel that is staffed around the clock with technical support engineers and experienced customer service professionals who help you get the most from the products and features.”

To get just service-level agreement of 24 hours would be amazing. For desperate professional and eager amateurs, paying to keep their apps alive (even for a high price) is a grenade they will gladly jump on. Apple gets paid more to do what it is supposed to do. Isn’t that its business ethos?

I hope that we as a tech community can lobby for some improvement from the company that can make or break our app dreams.