Apple’s approval process called “weird” by mobile experts

Apple’s approval process on the App Store was described as ‘weird’ and the Android Play store was attacked for being ‘fundamentally flawed’ by a panel of mobile marketing experts at Advertising Week Europe.

Kristof Fahy, chief marketing officer at William Hill, described the difficulty the gambling company went through to get its app approved by Apple and labelled the “subjective decisions” made as the most difficult part of the process.

Fahy said: “If you are based in California, gambling is illegal unless you go to Vegas, so they actually said this [app] is illegal, we can’t approve it and you are like ‘oh my God really?’. So we sent people there to take them through the journey.

“We are a plc and compliant – it held us back and it became a bit of a frustration. All we wanted to do was get the distribution channel and it felt like some very subjective decisions were being made in some little weird box in Apple that we can’t get into.

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