Why the App Store review process won’t get “fixed”

The classic argument for loosening App Store review is that Apple is harming their product more than they’re helping. By hand-cuffing developers they’re preventing bug fixes from going live, they’re making developers unhappy, etc — you know the story. And then, the argument continues, that hurts developers and customers both indirectly and directly.

Here’s the problem: the numbers disagree. There is no metric or indicator I’ve seen that demonstrates that the App Store review process is hurting Apple in any way. So from a business perspective why should Apple make any dramatic changes to its review process? All that does is add risk they can’t quantify. There’s a risk they know about, and it’s not yet harming the business. They’d be crazy to act on that risk in the name of adding an unknown (and potentially much larger) risk.

- Neil Mix