The Apple App Store has seen its fair share of complaints from developers, and while there have been improvements to resolve those grievances, a former executive believes that as long as Phil Schiller is in charge, no improvements or changes will be introduced.
Ex-Apple App Store reviews head Phillip Shoemaker believes that the platform can easily be automated and improved, but Phil Schiller is rumored to be against it
Phillip Shoemaker formed the app review division in 2009 and ran it until 2016, and in an interview with MobileGamer, he believes that it is not an unscalable problem, but Phil Schiller is the reason why the division is being held back. While the App Store Review Guidelines continue to receive changes over time, there are a ton of inconsistencies, particularly in rulings, which have frustrated developers. Shoemaker explains that AI tools can easily do 80 percent of the work, but Phil appears to be against automation, instead wanting humans to keep an eye on every single app.
“The way to solve that inconsistency – and I hate to say it – is: let’s take a page from Google. Especially now with the AI tools that are out there. You can do probably 80% of the work the review team does. Phil [Schiller] wants a set of eyes on every single app. I believe he is still basing that on one of the last things Steve [Jobs] told him, which is that you’ve always got to have a set of human eyes on every app that goes in the store. And Phil maybe carries that with him all the time.”
Shoemaker believes that to improve the Apple App Store, he proposes that Phil Schiller be made an Apple fellow and ‘get his meaty paws off the App Store.’ Shoemaker also states that if Phil does not step back, then the law will take matters into its own hands, introducing measures that will force the Apple executive to undertake those changes. The former Apple App Store reviews head also states that the technology giant deserved the 30 percent cut from developers back in 2009, but it is 2023, and things need to be different now.
“This is a utility and they need to be charging utility prices, not innovation prices. I think they would do amazingly well if they dropped it down to 5%, something closer to credit card prices.”
Even if Apple decided to bring that percentage down to 5 percent, Shoemaker believes it would be sufficient to cover the company’s marketing, review, and App Store operational expenses. If Phil gets replaced, Shoemaker states that ‘young blood’ needs to take his position and make some interesting changes, which will be critical to the App Store, but it appears that his comments hint more than just an executive holding back an Apple platform.
Shoemaker claims that it was tough working under Phil, as he would throw insults at people, and their children, making the employees wonder why they were working at the company in the first place. You can check out the entire interview by clicking on the source link below and tell us in the comments if you think Apple should introduce automation to its App Store review system.
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