To be clear, this absolutely wasn't a case of Thomson trying to get an app approved that shouldn't have been, nor of the App Store team trying to hurt a developer and his livelihood.
(My guess is that the time is also an indicator that the decision wasn't hasty or arbitrary, and that the ramifications for everyone were considered before the call was made.) That might be why it took Apple over a month to determine that just because PCalc could fit into a widget didn't mean it should. Meanwhile, as much as developers race to get their apps submitted in time for launch day, the App Store teams race to get all the apps reviewed and all the new features programmed in time for them to go live alongside the new version of iOS. At the same time, developers have also come to learn that if they implement them in ways Apple didn't expect, they risk rejection, either immediately or at some point in the future. Developers know that if they showcase Apple's new, tent-pole technologies in interesting and novel ways, they're more likely to get featured on the App Store, which is among the very best ways to boost their downloads.
(It's worth pointing out those are two separate things - App Store review, like developer relations, falls under SVP of marketing, Phil Schiller, while App Store editorial, like App Store management, falls under SVP of services, Eddy Cue.)ĭuring an iOS launch, it's hectic for both developers and Apple. Because it could fit in Today view is probably why PCalc's widget made it through App Store review and got featured by App Store editorial.
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