Apple announced yesterday that they would be publishing the App Store Review Guidelines for the first time, in an attempt to help developers make better, more successful apps.
In something of a U-turn, they revealed in the same press release that they will be relaxing all restrictions on tools used to create iOS apps. According to Mashable, the original reason for these restrictions was quality control, although WIRED magazine cites a federal investigation into Apple's anti-competitive regulations as the root of the decision.
This change of heart means developers will no longer have to choose between Apple or Android, increasing flexibility and profit. The guidelines will also stipulate reasons for apps being rejected from the App Store, such as inappropriate content, or apps that have limited entertainment value or are of no practical use. However, Flash coding is still apparently banned from the iPhone and iPad.
This is a positive outcome for the mobile marketing industry too. Mashable adds that Apple has scrapped recent stipulations that might have had a detrimental effect on third-party advertising providers such as Google, and the performance of their ads in the App Store. Google itself commented in the Google Mobile Ads Blog:
"Apple's new terms will keep in-app advertising on the iPhone open to many different mobile ad competitors and enable advertising solutions that operate across a wide range of platforms. This is great news for everyone in the mobile community, as we believe that a competitive environment is the best way to drive innovation and growth."