Mac news from outside the reality distortion field
Type Size  -  +
March 15, 2008, 11:23 am

Apple to 100,000 iPhone developers: don’t call us, we’ll call you

picture-83.pngThree days ago it seemed as though the world had finally opened up for would-be iPhone developers.

After eight months of pent-up demand, the pieces were in place to begin exploiting the new platform in earnest. Getting hold of the free software developers kit (SDK) was as simple as entering your iTunes name and password. The tools were powerful. The support was rich.

The programmers were “excited,” Apple’s PR department assured us more than once. On Wednesday, the company issued a press release to announce that an astonishing 100,000 copies of the SDK had been downloaded in just four days. Said Apple (AAPL) product marketing VP Phil Schiller: “Developer reaction to the iPhone SDK has been incredible.”

Developer reaction today is somewhat more muted. “The twitterati,” writes Erica Sadun at TUAW, “are reporting widespread disappointment and anger,”

It turns out that it may be easier for a camel to get through the eye of a needle than for a third-party developer to get into Apple’s iPhone Developers Program.

By week’s end, almost everyone who had downloaded the SDK and offered to pay the $99 ($299 for enterprises) to become an official iPhone or iPod touch developer had received Apple’s polite but firm rejection letter:

Dear Registered iPhone Developer, Thank you for expressing interest in the iPhone Developer Program. We have received your enrollment request. As this time, the iPhone Developer Program is available to a limited number of developers and we plan to expand during the beta period. We will contact you again regarding your enrollment status at the appropriate time. Thank you for applying.

What stings for the developers who got what reads like a pink slip is that they know Apple has already let its favorite partners under the tent. In addition to the companies that demoed at the March 6 event (EA, Salesforce, AOL, Epocrates, Sega) Apple quoted a quite a few more the press release (Intuit, Namco, Netsuite, PopCap, Rocket Mobile, Six Apart and THQ Wireless).

“The articles going around saying Apple is ’stalling for time,’ implying that everyone is getting ‘rejection’ letters, are false,” writes David Schroeder, who manages Apple support at the University of Wisconsin-Madison, in a MacRumors Forum. “Select developers and enterprise customers are already included in these programs.”

One the bright side, he adds: “When June arrives and iPhone OS 2.0 is final and the App Store is rolled out, everyone will be able to participate in all developer programs. Also, to be clear, NO ONE has to wait to begin developing and testing their iPhone apps today. Anyone can download the iPhone SDK beta for free, and there is nothing stopping you from developing iPhone apps now.”

Well, not quite. Despite Schroeder’s assurances, U.S. developers have no guarantee they’ll ever be accepted into the program (developers outside the U.S. need not apply at this time). Meanwhile, without Apple’s blessings they are reduced to working on an iPhone or iPod touch simulator, unable to test the devices’ touch screen or accelerometer — key features for game developers.

Besides, who wants to be the second — or 100th — developer to introduce a particular kind of app, especially when the first to market has deep pockets and an inside track at Apple.

“In other news,” writes Daniel Jalkut to TUAW’s Sadun, “it looks like the Jailbreak Developer Program still has open slots, and people are getting approved as I type.”

Maddawg, why don’t you stop reading their stupid comments and then crying about them? sounds like your more of a madlemming than maddawg.

ohhhh my!!

here come the fanboys to cry and complain about elmerD for writing yet another fact based article about apple.

i mean really, why stop being a ‘technical reject’ just because you continue to read articles posted by a writer and then cry like you just lost your pacifier.

my advice…QUIT READING IF YOU DON’T LIKE WHAT IT SAYS!!

(or at least quit showing how pathetically stupid of a lemming you are by complaining each and every time after you do read these articles!)

Posted By maddawg, wash. DC : March 15, 2008 8:01 pm

Posted By madlemming hunter, lakeland FL : March 17, 2008 11:59 am

ah yes, more from the so-called “techie” Apple bashers, upset that Steve didn’t build the entire iPhone strategy to massage the inflated egos of bit player developers (and I proudly count myself in that number). Horror of horrors, Steve is pushing the iPhone as a CONSUMER electronic marvel, not a minor developer’s love-child. Yeah, the nerve of that guy…who does Steve think he is, wanting to create the best customer experience he can…and not suffer the commoditization fate of all the other device manufacturers. What the heck is he worried about…the future? And him driving the carriers towards responsiveness - who ever heard of such a thing? Exactly - that’s the magic. How soon we forget the iPhone customer excitement of being able to activate online and not having to wait 30 minutes in some carrier’s cell phone store. So enjoy the smug, cold comfort of your Treo, Blackberry, Nokia, Motorola, whatever, sliding along on the trailing edge of technology. The world is passing you by….go to China and see what phone people not so beholden to existing product investments are clamoring for. So iPhone may be authorized in China before the Olympics — that will get the ball rolling!!

Posted By AAPLpie, Austin TX : March 17, 2008 12:47 am

I knew exactly what I would find here from the clueless Apple Fan Boys (Jim Jones’ Cult of 2008), whining about facts along with a reasonable perspective compared with every other computer and mobile device producer. Face it, Apple has <1% market share in computers and mobile phones worldwide because of their nasty attitude toward developers.

As a good contrast, the day the Treo was released, thousands of excellent applications were immediately available, and many were internet enabled. I have apps on that long in the tooth platform that iPhone users can only drool over. (That is, any of them that actually want to use the internet.)

iPhone will be left in the dust in ‘09 with the release of excellent devices that will run Linux. The development model will produce much higher quality, more useful and many more apps than the boring iPhone will ever see.

Get ready to watch the fast irrelevance of the iPhone thanks to Steve Jobs’ freaky control problem.

Posted By Kees deBruin, Naarden NL : March 16, 2008 8:51 pm

“Boooooh, Apple doesn’t want me”
all people cry, but i hope apple will not autorize all those 100000 people otherway to find a good application for iphone you’ll need to search trought a big ammount of crap one.
lets be realistic, how many good valid applications can you count for apple computers, let say 5000/6000 maybe more but i wouldn’t be surprise if much less
Do you really want 100.000 application for iphone?
BTW this article really sucks

Posted By Valerio, Paris, France, Europe : March 16, 2008 3:42 pm

Being one of the Your Accepted, Charged $99 to my CC then getting the Bugger off letter I’d have to say, It’s Apple Business as usual.

What you don’t see in the news is that they also canceled off their Consulting Advisor program, Affiliate program, among the 8 letters I’ve got in the last 14 months.

For those interested in working with Apple, I’d suggest calling those folks at Redmond. After we got our letter, a rep from Microsoft called and offered to send us a PocketPC smartphone and all development apps and materials at NO CHARGE! It would appear those up north knew what happened and went through their database and made a few emails and calls.

SMART, Very Smart on their part. Especially with the 2009 outlook that PocketPC or whatever it will be called by then will be running on more than just every cell phone built outside of Apple control but also Micro-Notebooks and CarPC’s.

Smart…. Our package is expected in 2 weeks.

Posted By Todd, San Diego, Ca. : March 16, 2008 3:27 pm

“The twitterati,” writes Erica Sadun at TUAW…”

How the hell would she know? She only follows 16 people on Twitter - not exactly a representative sample large enough to write what the “twitterati” think/feel.

Posted By Shawn King, Westport, CT : March 16, 2008 2:19 pm

This article is needlessly slanted negatively towards Apple. The original article at macrumors is much more objective.

Posted By Ken,Greensboro NC : March 16, 2008 11:40 am

A few points:

— Who believes every app designed should be published? Is there usefulness to this?
—How frustrating to a user would it be to purchase apps that are hype, and don’t do what they say they’re going to do?
— Is it to the users interest that app products are quality products?
— Is it reasonable that developers are vetted?
— Are their developers that are malicious? Do I have to answer that?

Look as an analogy at a book publisher; should they publish every manuscript submitted to them? How would their brand suffer by publishing so much garbage that the consumer quits buying their product simply because of the sheer volume of pointless, badly written books?

There is sound business reason for a publisher of anything to properly vet their submitted work, to provide at least a small modicum of insurance that the consumer is protected and to build their brand appropriately. I would suggest Fortune needs to consider this principle a bit more carefully too.

Posted By Top_Tier : March 16, 2008 10:07 am

zzzzzzzz

Posted By caccamucca : March 16, 2008 4:04 am

oh, c;mon already… Apple has said their iphone sw is only beta and it won’t be until june that real customers can buy anything. So, download the kit, write some software now, and plan on a june release. Really, get a grip, folks. Who cares whether you can sign up for the store now, when itunes won’t support sales until june, anyway? That just gives you time to do the development, and the kit is already available.

Posted By joe. san francisco, ca : March 16, 2008 1:01 am

This article is misleading. The message was not provided to each and every of the 100,000 who downloaded the free software developers kit. At least Apple provided a message. What did Microsoft provide for the Vista fiasco? Microsft’s response, “Get XP!” Despite any negative news, Apple continues to take market share. You can choose their products, while Windows is forced on consumers.

Posted By Rhee Ali Tee, South Pasadena, CA : March 16, 2008 12:49 am

as for non US developer the letter says clearly that non US developers will be accepted during the beta period
that’s between now and June

Posted By l nyc : March 15, 2008 10:17 pm

“QUOTE…What most of us want is a VERY CLEAR statement from Apple that when the “beta” program completes, all that apply will be accepted. ”

I am not reading anywhere that Apple will refuse anyone
by interpretation after reading the articles here mentioned it seems to me Apple is simply approving developers gradually, which makes a lot of sense I would assume that previous Mac developers with a good relationship with Apple in the past, will have precedence over new developer with no prior relationship.
I think it’s pretty clear

Posted By l y : March 15, 2008 10:14 pm

100,000 developers = 99,900 or more totally worthless, totally buggy, havoc-wreaking apps to screw up my phone. I applaud Apple for being extremely, and perhaps even unreasonably careful with what gets on the iPhone.

Anyone here ever use a Windows Mobile device??? ’nuff said!

Posted By iPhoneLover, San Francisco, CA : March 15, 2008 8:37 pm

ohhhh my!!

here come the fanboys to cry and complain about elmerD for writing yet another fact based article about apple.

i mean really, why stop being a ‘technical reject’ just because you continue to read articles posted by a writer and then cry like you just lost your pacifier.

my advice…QUIT READING IF YOU DON’T LIKE WHAT IT SAYS!!

(or at least quit showing how pathetically stupid of a lemming you are by complaining each and every time after you do read these articles!)

Posted By maddawg, wash. DC : March 15, 2008 8:01 pm

What most of us want is a VERY CLEAR statement from Apple that when the “beta” program completes, all that apply will be accepted. Right now, you face the prospect of investing time in developing applications with the freely downloadable SDK only to be rejected when the final program is in place. I just want to see a clear, concise statement that would assure that my investment of time is worth it.

Posted By George E., Loveland, CO : March 15, 2008 7:16 pm

PED, I’ve read these aticles of yours for the past year without submitting a post so far but, it is really apparent that you either don’t have anything else to do or write about or Jobs beat you up for your lunch money when you were kids.

Posted By golfer67, Hillsboro,TX : March 15, 2008 6:37 pm

As an Apple Mac and now iPhone developer, I’m thrilled with the kind of support Apple has given to it’s developers. Now, I do admit that I’ve been an ADC member for quite some time and think the developer community is great. I’ve been able to develop a few cool apps already for the iPhone and am just waiting for the moment when I can post these for others to use.

Posted By Josh Katlof, Dallas, TX : March 15, 2008 6:29 pm

“Oh Noes, Apple hates me! Apple won’t let me give $99 so I can put my apps on the Apps Store.”

Apple has to issue digital certificate to registered iPhone Developers. I am pretty sure that it is not as trivial.

Calling the notice as “rejection letter” is the same as calling Linux as “infringement of Microsoft Windows”.

As usual, a small number of people over-reacting and cause unnecessary uproars.

Posted By 37prime : March 15, 2008 6:17 pm

I have an iPhone and I like it quite a bit. However, why are Apple people so snotty and snobby? I mean get off your high horse and stop it.

As a software developer I think what apple is really doing is making sure there aren’t any security issues. it appears they released the sdk too quickly.

Posted By Ike Wiggins, Minneapolis, MN : March 15, 2008 5:21 pm

You’re either daft or disingenuous. Certainly, you’re not for real…

Posted By emily2, sf, ca : March 15, 2008 4:47 pm

The author has no intent to apper “reasonable”. His tone is clear. Its clear in every article he writes about Apple. PED is completely transparent in this regard.

The only reason anyone reads his articles is *because* he is a hater. There is no other reason. There is nothing compelling here, nothing interesting, and nothing new.

He knows it. We know it. And yet it all continues. People dig drama.

Posted By LaughingAtYouPed, Palo Alto, Ca : March 15, 2008 4:30 pm

What’s your issue with Apple anyway?

Posted By BJ, Portsmouth, ME : March 15, 2008 4:19 pm

How is “we plan to expand — We will contact you again ” a “firm rejection letter”?

Apple saying : “You are no longer allowed to develop for the iPhone and we would not communicate with you again on this issue” is a firm rejection.

All Apple is saying now is that they are inundated with applications and they need time (and this is still beta) to process the applications.

Posted By Dave. Victoria. BC. : March 15, 2008 3:37 pm

Philip do u know what BETA is?

Posted By Robin, Bethlehem, PA : March 15, 2008 1:59 pm

The article is making a mountain out of a mole hill. Revolutionary application software often comes from the fringes of the industry and not the big companies. Apples blessing is not a worry of any software developer who produces something people want, they’ll cross that bridge when it comes. It’s the software companies that want to sell you their little useless little programs and games that need Apple’s blessing.

Posted By Roger, Saskatoon, SK : March 15, 2008 1:44 pm

It is real interesting to see the who wants to get involved in a BETA program. Not I. Why? Because the rules can and do change between this level and the final release. Wanting to be the first out the ‘door’ with a product has proven to be the maker and killer of many companies.
I don’t see any Apple bashing here, but the statement of many facts, some of which are not relavent.

Posted By James M., Tucson, Arizona : March 15, 2008 1:17 pm

I agree with Jim H’s comments. Another question I have though is how much of this is angst from developers who may not necessarily have Apple’s or iPhone customer’s best interests at heart?

Posted By Jim N., Dallas, TX : March 15, 2008 11:57 am

i would love to read an article from you where you do not bash Apple. If you hate Apple so much, why write about it? go write about microsoft or somebody else you like.

Posted By fred, los angeles : March 15, 2008 11:46 am

Let’s be reasonable. It would be totally impossible for Apple to support over 100,000 “developers” on day one… many of whom may have never previously developed a successful product. Apple has to follow a structured, iterative process to developing this program or it will quickly crash to a chorus of “I told you so” from Apple skeptpics like Philip.

Posted By Jim H., Herndon, VA : March 15, 2008 11:41 am
CNNMoney.com Comment Policy: CNNMoney.com encourages you to add a comment to this discussion. You may not post any unlawful, threatening, libelous, defamatory, obscene, pornographic or other material that would violate the law. Please note that CNNMoney.com may edit comments for clarity or to keep out questionable or off-topic material. All comments should be relevant to the post and remain respectful of other authors and commenters. By submitting your comment, you hereby give CNNMoney.com the right, but not the obligation, to post, air, edit, exhibit, telecast, cablecast, webcast, re-use, publish, reproduce, use, license, print, distribute or otherwise use your comment(s) and accompanying personal identifying information via all forms of media now known or hereafter devised, worldwide, in perpetuity. CNNMoney.com Privacy Statement.
Philip Elmer-DeWittSilicon Valley veterans like to joke that Steve Jobs must be surrounded by a reality distortion field; if you get too close to him, you start to believe what he's saying. Thanks to the success of the iPod, the launch of the iPhone and the renewed interest in the Mac, Apple has made believers out of millions of customers - and made a lot of investors rich. But Philip Elmer-DeWitt believes that an ounce of skepticism never hurts when writing about the company. He should know. He's been covering Apple - and watching Steve Jobs operate - since 1982, first for Time Magazine, then for Business 2.0, and now for Fortune.
Subscribe to Apple 2.0: RSS feed | email newsletter
* : Time reflects local markets trading time.† - Intraday data delayed 15 minutes for Nasdaq, and 20 minutes for other exchanges.• Disclaimer
Powered by WordPress.com.