mkodo warns industry developers of Apple backlash on ‘simple wraps’

Stuart Godfree- mkodo

London-based mobile app and innovation studio mkodo has issued industry stakeholders a warning with regards to new Apple App Store policies and listings guidelines, inbound with the US tech giant’s 4.2 update’.

Moving forward, the Silicon Valley giant has pledged to enforce policies requiring app developers, including those operated by industry incumbents to have a minimum level of native functionality.

In its new review guidelines, Apple seeks to make a clear distinction between standard online browsing functions and specific app developed features  – “include features, content and user interface that elevate it beyond a repackaged website”.

Stuart Godfree, Managing Director mkodo, said: “Apple is now ensuring that all apps offer something different to a web experience which will really affect both new and existing apps across our sector.

“Rejections can be hugely costly both in terms of resubmission work and time to market, not to mention the loss of revenues, and can easily be avoided if an app is native and developed and optimised to respect the Apple Guidelines.”

For Godfree and mkodo, its appears that Apple is moving to shut down on developers submitting ‘wrapped sites’ (basic apps) from being apple to list/index on App Store rankings.

These changes may impact a number of industry players, as it has been common practice to some extent for app developers to simply wrap versions of an operator’s website.

Godfree added: “This should not be underestimated. It is very important to work with a partner who understands what the App Store and Google Play Store require to ensure your apps are not rejected”.

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