Apple has been boasting of its app-friendly ecosystem for years, starting with its tagline, “There’s an app for that.” Apple users are offered a wide variety of high-quality apps from a single store. But the process for developers has always been rocky in one way or another, and recently a large, ugly rock has reared its head.

TechCrunch wrote a very in-depth article at the beginning of June detailing who has been rejected from the App Store and why. Some of the problems seem to have first been reported in the iPhone Dev SDK forums, but of course the problem is that some of Apple’s app reviewers are human – some are strict and adhere to the rules, while others are more lax. The system is often easy to criticize for its appearance of favoritism: While one indie developer on the iPhone Dev SDK forum said their app was rejected for having rewards for sharing on social networks, they rightly pointed out that’s Candy Crush Saga gets away with the same thing.

There are two inherent problems at the center of this controversy: incentivized social sharing and incentivized video advertisements.

Incentivized social sharing
The problem:Apple claims that per section 3.10 of the App Store Review Guidelines, apps may not require their users to share content on social networks, though that’s a very specific application of a very non-specific rule. The problem Apple sees is that consumers are being annoyed by bad social media messages pestering them to download or use an app on an Apple product, and that reflects poorly on Apple, even though they did not develop the app.

The solution: Instead of outright banning incentivized social sharing, one of the oldest tricks in the book for engagement and word-of-mouth marketing, Apple should instead institute quality standards and write them out in their Review Guidelines for everyone to see. Developers will be able to see what is expected of them, and consumers will have a benchmark and a place to file complaints against offending apps. In the meantime, developers need to tighten their social media practices. Crying that “Candy Crush does it” will only land on deaf ears; be better than Candy Crush.

Incentivized video advertisements
The problem: Apps are monetizing by offering their users a video to watch in exchange for some in-app incentive. The developer is then paid by whoever wanted the video to be seen – usually, another app. This is a problem for Apple in multiple ways. First, and most obviously, they are cutting in to Apple’s profits; Apple has its own ad network (iAd), and while they tolerate other ad networks, it’s no secret that they would like to keep all that profit in house. Second, video ads face the same problem that incentivized social sharing faces: They irritate the customer. They are loud, startling, and often bog down an internet connection.

The solution: If Apple wants to do something about this, then they needs to put specific language in the Review Guidelines stating explicitly what they want. If they don’t want video ads, they need to say so. If they don’t mind video ads but rather have issues with how the ads are incentivized in the app, they need to write that out. More realistically, if Apple doesn’t do anything, developers will have to figure out new, creative solutions to either skirt the issue of video ads, or come up with a better form of advertising altogether.

The bigger picture
Apple benefits from having some amazing apps in its ecosystem, built by great developers and organized by intelligent, caring community managers. They have every right to control their ecosystem as they like, since it is their company and their creation. But that doesn’t make every decision right.

In an “Mobile Mavens” response article on Pocket Gamer, Charles Chapman, the director and owner of First Touch Games wrote that it’s reasonable for Apple to change its regulations: “[Apple] creates a very nice (walled) garden for us all to plan in, and if it wants to change rules of entry then it is entitled to do so. There are plenty of other gardens for us to play in if we don’t like it.” But are there other gardens?

Sure, Apple’s hardware is (arguably) rivaled by other companies’ products, but it is unfair to compare the app ecosystem to any other. Since they control the hardware, there are standardized screen sizes and device responses. Consumers spend more on iOS apps than they do on Google Play, both on initial app prices and on in-app purchases (see Distimo’s report from May 2013). Sure there are more consumers with Android devices, and even more apps being downloaded from Google Play than the iTunes App Store, but the iTunes App Store still generates vastly more revenue than Google Play. To compare the two stores isn’t just to compare apples and oranges (pun intended), but to compare Hot Dog on a Stick to a lemonade stand.

Since so much of Apple’s user experience is in the hands of apps developed by third parties, the company has a right to be skittish. But instead of lashing out at random and expecting the industry to jump at shadows, Apple needs to put actual rules in place, make them public, and allow for debate. Otherwise developers might one day decide that other platforms are more attractive – and Apple will be the only ones who lose.

This post was originally published on TUAW as a guest blog post on June 4, 2014.

The WWDC keynote can be a stressful time for app developers. You never know quite what is going to be presented when that famous “one more thing” is revealed. Whether it’s a whole new programming language to learn, or Apple suddenly takes the key selling feature of your number one app and makes those features part of the native operating system, the surprises aren’t always welcome for developers. While consumers were dazzled by some of the fun new features their Apple products would be giving them this fall, app developers listened anxiously yesterday to learn what features of the new iOS 8 might help or hinder their product marketing efforts.

1. Videos in the app store

They say a picture is worth a thousand words… which makes a video worth a thousand pictures. App developers will now be allowed a short video to be added in the first position of your app store screenshots, which will take up the full screen when played. Android has had this feature for a while, and Google has claimed that it is one of the most important aspects of getting your app downloaded once a user is on your app store page. It is unclear yet what restrictions are being put on the videos – Apple has a long history of regulating what can and cannot be in the app screenshots, though the enforcement of those rules is sometimes spotty. For example, we do not know if the video must only be screen capture of the app in use, or if developers will be allowed to make more trailer-like videos. It is important to note that the ideal orientation of these videos is portrait to fit an upright iPhone screen, not landscape like most videos for YouTube and other channels.

2. App Bundles

For developers that have an extensive portfolio of apps, the ability to sell multiple apps together at one (presumably discounted) price is a huge advantage when trying to grab valuable screen real estate on a user’s iOS device. Travel app companies could sell sets of guides for multiple cities in the same area, while gaming companies could easily bundle in sequels with their original counterparts. It will be interesting to see how free apps play into the bundle scheme – a developer could make it so that if you wanted to get their two premium apps at a bundle price, you had to also download one of their free apps as well.

3. Widgets

Widgets are micro features of an app that can be integrated into the notification center of your iOS device. The example given on stage was eBay, showing off a widget that would allow the user to change their bid on an auction without ever having to open the actual eBay app. It will be interesting to see what other micro-features can be added into this notification section, and app marketers should seriously consider how widgets can help provide solutions to the problem of user engagement. With one more way to talk to your user, your app is more likely to have engaged users, which is more important than ever with the ever growing options available in the app store.

4. Extensibility

Extensibility is the ability for apps to more fully integrate with the deeper iOS operating system, allowing app functions to be made available while in other applications. Through this, photo apps like Instagram could provide their filters in the native photo app, or a translation app could show you a German language web page in English on Safari. While not obviously a marketing tool – the savvy app marketer knows that expanding your apps features into more areas in the phone will create more reliance on your app by the user. More reliance generally means more usage, which can lead to additional ad revenue, social sharing, in app purchases for additional features, or simply consumer goodwill which can translate into that hard to control “word of mouth” that we all desire for our apps.

Aaron Watkins is the President and Founder of Appency, the world leading app marketing agency dedicated to helping app developers and brands succeed in the mobile app economy. Appency, which launched in 2009, has helped hundreds of app developers achieve success in the app store and have had clients in the top 10 of nearly every app store category.