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Reviewers are also judged on whether their decisions are later overturned and other quality-oriented stats.
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Reviewers have daily quotas of between 50 and 100 apps, and the number of apps any individual reviewer gets through in an hour is tracked by software called Watchtower, according to screenshots seen by CNBC. Most reviewers spend only a few minutes per app, but many apps are simple and only require a short period to evaluate, the people said. Then the reviewers make a call whether to accept, reject or hold the app.
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Reviewers compare the app with Apple's public App Store guidelines, including making sure it runs without crashing and isn't full of illegal content. (Some developers have said they were surprised to see iPad screenshots of their iPhone apps in their logged communication with App Review.)
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They often examine the app on an attached iPad, even if it's an iPhone app, although there are stations for reviewers to evaluate Watch and TV apps on those devices, people familiar with the process said. Reviewers "claim" a batch of apps through a web portal on a Mac desktop, called App Claim. Apple's two goals for the department, according to a response to the FCC in 2009 and the webpage published earlier this year, is to create a store where customers can be confident that apps are safe and to provide a level playing field for developers to reach customers, in exchange for a 15% to 30% cut of sales. Reviewers say they sometimes receive feedback from developers that can be threatening.Īpp Review was developed shortly after the iPhone App Store was launched in 2008.
Although Schiller is involved in decision-making through the ERB, people who worked at the App Review office said that he rarely if ever visits the office where the review takes place.Īccording to people familiar with app review operations, day-to-day oversight mainly falls to a vice president at Apple, Ron Okamoto, and a director who joined Apple when it bought TestFlight in 2015, whom CNBC is not naming because of security reasons. Apple says its reviewers speak 81 different languages.Īpp Review is organized under the marketing umbrella at Apple and always has been, even before Schiller took over the greater App Store marketing and product departments in late 2015. Lots of reviewers are fluent in non-English languages, and some teams in the division specialize in individual languages. The department has more than 300 reviewers and is based out of a pair of offices in Sunnyvale, California - not Apple's famous Apple Park campus or its older headquarters, Infinite Loop, people familiar with the offices said. Everyone starts out reviewing iPhone apps, and as reviewers become more senior, they are trained to evaluate apps with in-app purchases, subscriptions, Apple Watch and Apple TV. They're paid hourly, have employee badges and get Apple benefits such as health care. Unlike content moderators at Silicon Valley companies such as Facebook or YouTube that rely on tens of thousands of contractors, Apple's app reviewers work for Apple, people familiar with the process said.
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While Apple does use automated filters, people familiar with the department say it's always relied on manual labor.
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The department has added significant headcount in recent years, they added.Īny app or update that runs on an iPhone needs a stamp of approval from a human being in order to be distributed on Apple's App Store. Apple recently opened new App Review offices in Cork, Ireland, and Shanghai, China, according to a person familiar with the matter. Inside the app review team, Apple employees manually screen every single iPhone app before they become available to download on Apple's platforms, the people said. ERB is also the body that makes the final call on whether an app can stay on the store or is banned.įor example, last year, the ERB and Schiller made the decision to ban the Infowars app from the App Store for violating content policies after publishing threats to a reporter, a person familiar with the matter said. The "executive review board," or ERB, sets policy for Apple's Worldwide Developer Relations department, which is often called App Review. People familiar with the matter told CNBC that an executive board led by Apple marketing Senior Vice President Phil Schiller meets every week to discuss controversial apps or other iPhone software programs that may infringe Apple's App Store guidelines. And Apple's own developers for years have chafed under App Review's sometimes arbitrary rejections and boilerplate feedback. Spotify, the streaming music service that competes with Apple Music, has filed a competition complaint with the EU. In the United States, presidential candidate Elizabeth Warren says that Apple competes with the apps on its own platform. In addition, Apple's platform is drawing new scrutiny as politicians and regulators take a more skeptical look at the power of big tech companies.
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