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Apple’s VP outlines iPhone App approval process

Phil Schiller of Apple, outlines the many reasons Apple keeps close tabs on which applications can be downloaded onto iPhone and iPod Touch. He also outlined ways company’s trying to become more flexible in its approval process. “We’ve built a store for most part that people can trust,” he says. “You and your family and friends can download applications from the store, and for most part they do what you’d expect, and they get onto your phone, and you get billed appropriately, and it all just works.” The number of applications available at App Store is now north of 100,000, and about 10,000 are submitted each week. As volume rises, so does number of potential problems. Schiller compares Apple’s role to that of a retailer determining which products line store shelves. “Whatever your favorite retailer is, of course they care about the quality of products they offer,” he says. “We review the applications to make sure they work as the customers expect them to work when they download them.”

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