Throughout the last weeks we have been blogging on app marketing and issues that come along with it, as well as topics related to making an app successful. Many of the topics we pick up and that are discussed in the blogosphere refer to recent events or problems and anticipated short-term developments of the App Store and the app industry in general. Although there are statistics and numbers out there, predicting market conditions, market size and market shares by OS, it becomes quite obvious that this still very young market has so many issues to solve in the here and now to be thinking about, let’s say, 2013.

Take for example the recent (or never ending) discussions on the app approval process and Apple’s treatment of developers. Cases of developers being and feeling mistreated and misguided, tales of unjustified rejections and approvals, intransparent processes and guidelines increasing delay in app (and update) approval time just seem to be adding and adding up. Of course, this is probably not something that Apple is taking lightly, as recent examples have shown. Apple even seems to be using “robots” now to test applications before approval – although this one could be rather negative than a step in the right direction, it shows efforts to automate and thus speed-up the approval process.

However, the discussions around solving the before mentioned issues appear to be solely about what to do now, like “increase transparency” or “clarify the rules for app approval”. Rarely do we see discussions about whether the system itself is sustainable in the very long term. That is fine, considering the massive success of the App Store as a centralized distribution platform, having revolutionized an entire industry (or even created it in the first place). Apple and the App Store principle have been a game changer for many market participants.

We do not want to argue about what makes sense and what does not. We love the App Store and think it is here to stay. But if you want to get your head around the long term perspective and some thought provoking arguments, we recommend you read this post. Additionally, this blog entry underlines the power of instant approval and the risk that Apple is running by creating a delay between creation and distribution of content. Enjoy reading them before getting back to the “here and now” of selling apps