Developers Start To Look For Work-Around To Apple App Store
August 13 2009 - 2:14PM
Dow Jones News
Steve Sheraton has a new magic trick: He's making Apple Inc.'s
(AAPL) App Store disappear.
The magician turned App developer has begun selling his $4.99
"iHypno" mind-reading application for Apple iPhones and iPod
Touches directly from his Web site. That means consumers can buy
the program without visiting the App Store, the official software
bazaar that operates under Apple's iTunes store.
"It's based on technology encouraged by Apple," Sheraton said
during an email interview. "It's totally legal and possibly the way
you'll see other apps delivered in a year or so."
Sheraton's action is the latest - and possibly most extreme -
example of the frustration some iPhone software developers feel as
they grapple with Apple's notoriously difficult iPhone vetting
process.
App makers have begun offering their programs outside of the App
Store, though those programs generally can run only on altered
iPhones or over the Web. Sheraton's digital diversion, he says, is
among the first that will work on any of the 40 million iPhones and
iPod Touches in circulation, and doesn't require a Web connection
to run it.
The more aggressive move to sell programs outside of the App
Store comes as more programmers and observers criticize Apple's
approval process. The Cupertino, Calif.-based company has barred
applications for making the device vibrate or emit a "burp," but
allowed potentially offensive programs, like "Baby Shaker," which
simulated shaking a baby. Apple eventually removed the app after a
public outcry.
That's left many shaking their heads.
"I was willing to forgive Apple a few transgressions, as they
were navigating new, exciting territory," influential Apple
developer Steve Frank recently wrote on his blog. But now, he says,
Apple is making "continuous bad decisions."
Apple didn't provide comment for inclusion in this story.
Any development that threatens the App Store could strike at a
key differentiator of the iPhone and iPod Touch. The software
store, helped by an effective ad campaign, has lured buyers of
those pricey devices because they can buy programs that do
everything from providing mapping services to simulating drinking a
beer.
It also comes as cellphones running Google Inc.'s (GOOG) Android
software begin further populating the market. That software, which
supports its own online program store, remains a minor player,
especially compared with the App Store, but is gaining traction
with developers.
The popularity of the App Store is easy to measure. In a little
more than 13 months, Apple has seen more than 1.5 billion programs
downloaded. Developers love it too: They've written roughly 60,000
programs to sell through it, according to several estimates.
The rise of the iPhone has helped propel earnings at the
consumer electronics giant. Apple stock has also outperformed many
of its peers, rising about 97% so far this year. On Thursday
afternoon, Apple was up 1.6% to $167.91.
While the growth of rogue stores is unlikely to affect Apple's
revenues directly - brokerage Piper Jaffray estimates the App Store
generated about $150 million in sales last year, of which just 30%
went to Apple - it still could weigh on the company. Apple is
notoriously protective of its image and thoroughly vets all
third-party providers of software and peripherals.
Already, concern over the brewing backlash has prompted Apple to
take some unusual steps. Most recently, Frank reported he had
received an email from Apple Senior Vice President Phil Schiller
saying that the company was taking notice of his online vetting of
the App Store's issues.
Meanwhile, another magic app purveyor, theory11.com LLC, had a
"rising card" trick application rejected by Apple, which said it
created "consumer confusion," according to Chief Executive Jonathan
Bayme.
Wednesday, Apple's Schiller emailed theory11.com developer Chris
Kenner, who wrote the app and also works with magician David
Copperfield, saying he would look into the situation, according to
Bayme. Kenner and Schiller are expected to discuss the matter
Thursday.
While Bayme said he is pleased Apple's head of worldwide product
marketing is making the personal effort, he says the situation
never needed to reach such heights. "It's frustrating to us as a
developer to have it just sitting there and hoping that Phil could
intervene," he said.
-By Ben Charny, Dow Jones Newswires; 415-765-8230;
ben.charny@dowjones.com