Apple App Store – A Game Changer

iPhone users take heart.

There is relief coming in the way of useful applications for the fast-growing device, something that has been sorely lacking across all mobile platforms.

Apple’s App Store/mobile application development strategy and kit, announced yesterday, means useful applications will probably be available in the second half of this year. The store, which is now in beta mode, will be ready to go in June.

By now, many of you probably know the details, but here are the highlights for the sake of review:

• developers will get 70% of the revenue from any application sold; no further charges for hosting or credit-card processing for example.
• developers must distribute applications through the iTunes store;
• no distribution of applications to the enterprise planned for the moment;
• developers must register with Apple but the SDK is free; registered developers get electronic certificates

Jobs called this “the best deal going to distribute applications in the mobile space.”

Don’t know about that but it’s a big step forward for the wireless application development industry. This may seem like a counterintuitive statement given that Apple is trying to build another walled garden in which it controls the applications people can download onto their iPhones.

I’ve never been a fan of closed systems but the other walled gardens – you know the ones built by the national wireless service providers in Canada and the United States – haven’t worked. Make no mistake about it – this is Apple’s attempt to co-opt the application selection process from the carriers.

“We define the software on the phone, we run the developer program, we’re distributing the apps,” said Jobs yesterday at the event where he claimed Apple’s relationship with the carriers is great. “This is our program, and we’re running it.”

Why will mobile application developers participate? After all, the BlackBerry, Palm and Windows Mobile camps allow for open application development. So how can Jobs and co. go against the grain you ask?

Well, Apple can because it’s Apple. The company likes to control all parts of the product development process – it has worked in past. One need only look the iPod for proof. Furthermore, wanna-be app dev stars will have instant access to 10+ million iPhone users by the end of the year (if Apple blesses the developer’s creation of course).

The results can’t be any worse than the crap that’s already available for the carrier-controlled decks – the applications available for wireless phones in North America stink for the most part.

To foster development, Apple should allow the developer to set their own prices for applications; something that looks like it’s in the cards. Apple should submerge its desire to control absolutely all facets of development and distribution; better applications will be created and developers will be able to sell more of their wares.

So far so good. With any luck, application developers will port their creations to all types of devices.

(Yes – this is Apple week at kevinrestivo.com it seems.)