When AppStoreHQ launched the ability to submit new Mobile Web Apps a couple weeks ago we thrust ourselves into the app submission and review business. Because we’re still formulating how the Web App App Store should look and work, we haven’t put much effort into formalizing rules for app submissions.
However, Apple’s review process has always been problematic and the latest news about removing 5,000 previously approved apps for “adult-ness” (even just a silhouette of a woman’s body) reminded me that we absolutely need to think about guidelines sooner rather than later.
Before we can create actual guidelines, I think there are three things we need to think about: (1) Why censor apps at all? What are the benefits and drawbacks to users and developers? (2) What are my general beliefs about censorship and how does that affect our guidelines? and (3) How can we productively include all the stakeholders to create a consensus on guidelines (us, users, and developers should all have some say, I think)?
WHY REVIEW APPS AT ALL?
There are some clear benefits to reviewing apps:
- Allowing only family-oriented apps means that parents and families don’t have to worry about kids using the store.
- A key to the success of an app store is discovery. Limiting the number of apps — even through censorship — does help to make discovery easier.
- Censoring apps certainly helps keep spam out of the store. Developers of non-spam apps then don’t have to compete with spam apps trying to invade their turf.
MY GENERAL THOUGHTS ON CENSORSHIP
In an ideal world, I’d censor virtually nothing. The more, the better, in my opinion. But, I also realize that keeping certain apps out of our store increases the overall value of the store and helps users find the best apps — the ultimate goal for us, users, and developers. Still, in general, I don’t think things like simple nudity or aesthetics are reasons for censorship.
I do think there are opportunities to slice our store into multiple mini-stores, keeping adult or otherwise more questionable apps sectioned off without “contaminating” the rest of the store. For that matter, you probably didn’t know Amazon sells porn, vibrators, and adult handcuffs. Amazon does a good job of providing these products, but keeping them in their own section where they wouldn’t normally be found.
A STARTING POINT FOR OUR APP REVIEW GUIDELINES
Given my beliefs and why I think app censorship makes sense, here’s a rough draft for app guidelines. This list means nothing, isn’t official or ratified, and can be changed at any time. In fact, I’d encourage you to leave a comment and let me know your thoughts (include whether you’re a user or developer). I also think less is more when thinking about these rules; we’re not trying to write the US tax code, just some guidelines about what sorts of apps should be accepted.
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Until we can build an “adult store” hardcore porn should probably be off limits. As for what constitutes hardcore, “you know it when you see it.” I do think we should allow these at some point, but only when we can effectively separate adult apps from non-adult apps. I would also like to first institute some age guidelines (like movies or video games) and allow sane parental control.
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Spam apps shouldn’t be allowed. I’ll define spam as “shallow” apps built specifically for trying to get more results in search and browse, or apps that simply don’t provide any value to users.
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(Mostly) Innocent until proven guilty (part A). This one has a double meaning. First, I think there should be a max approval time (say, 2 days). If we can’t get it done in that time, we shouldn’t stop the vast majority of good developers from publishing, marketing, and making money. So, assume the best, publish, and then review as soon as our resources allow.
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(Mostly) Innocent until proven guilty (part B). Second, since we’re a web app store, we can’t (and frankly don’t want to) control each and every update to an app. Shady developers, therefore, have the ability to pull a bait-and-switch on us, submitting one app, getting published, and then changing the app for the worse. We can’t do much about that, but we can allow our users to flag apps and then re-review those apps at that point.
FEEDBACK
So, what do you think? This is an important, unsolved topic for us and mobile apps in general. We know we won’t get this right immediately, but we want to include as many people as possible to make a good first attempt. Comment here, or if you’d rather comment privately, email me.