Under the Radar

Under the Radar 43: Pending An Apple Release


00:00:00   welcome to under the radar a show about

00:00:02   independent iOS app development I'm

00:00:04   Marco Arment and I'm David Smith under

00:00:06   the radar is never longer than 30

00:00:08   minutes so let's get started

00:00:10   so as we are recording this we are about

00:00:13   a week away from the see you on the

00:00:15   seventh event which is expected to be

00:00:18   sort of like the big fall Apple event

00:00:21   they used to be pretty typical that

00:00:24   Apple would do a couple of events in the

00:00:25   fall they seem to be moving to just one

00:00:27   so like next week the seventh is gonna

00:00:30   be kind of the kind of it probably this

00:00:32   year and so well the actual like

00:00:36   speculations about what's gonna be

00:00:37   announced and those types of things are

00:00:38   mostly Hardware related so we're not

00:00:40   going to probably talk too much about

00:00:41   that but it seems like a good time to

00:00:43   talk through sort of the concepts of

00:00:45   what to expect what to prepare for and

00:00:48   what to think about going into next week

00:00:51   because it'll probably happen at least

00:00:53   this is just based on the a past history

00:00:56   hopefully predicting a few future

00:00:58   results is the well Davi you know the

00:01:02   actual announcement I think it's at

00:01:03   10:00 a.m. Pacific next Wednesday and

00:01:06   they'll announce all the things and that

00:01:09   sometime a few hours after that they

00:01:11   will release all the the GM's of

00:01:13   everything so it'll be the you know the

00:01:15   GM of iOS watch Oh a Ciara TV OS those

00:01:19   will all go out so we can you know

00:01:21   download them and do all of our final

00:01:23   tests and checks and all those kinds of

00:01:25   things for hopefully all the app updates

00:01:27   that we've been working on and we'll

00:01:30   guess we'll have the opportunity to work

00:01:31   on that and then sometime probably that

00:01:34   night it always drives me a little bit

00:01:36   crazy because I live on the East Coast

00:01:39   and so all of these things are happening

00:01:40   west coast times and so the opening of

00:01:43   iTunes Connect to submit new binaries

00:01:45   built with the new stuff will sort of

00:01:47   open you know sometime late that night

00:01:50   usually I'm trying to think last year it

00:01:53   may have been something like 10 p.m. my

00:01:54   time something like that it opened up

00:01:58   and so that point you know you can build

00:02:00   your new app and you can submit it to

00:02:01   the App Store because usually the new OS

00:02:05   updates will be will be released to the

00:02:06   public about a week later so in this

00:02:09   case that'll be around the 14th

00:02:11   and in anticipation of the iPhones and

00:02:15   any new hardware that's coming out

00:02:18   launching probably the following Friday

00:02:20   so they usually typically in the last

00:02:22   few years they've staged it so that iOS

00:02:24   really updates comment first those wat

00:02:27   over-the-air to all the existing iPhones

00:02:29   in the world and then the iPhones will

00:02:31   launch a few days later and ideally your

00:02:33   app will be ready to go on day one on

00:02:36   the plus side that's probably easier

00:02:38   this year than it's ever been because

00:02:39   app reviews so fast now that before when

00:02:43   app review length was about a week if

00:02:45   you didn't submit in that first wave of

00:02:49   people you know so when they open up

00:02:50   they open up the floodgates at say you

00:02:52   know 10:00 p.m. on Wednesday if you

00:02:55   weren't in that first wave you may

00:02:56   actually not be ready to go usually they

00:02:58   do a great job they would try as hard as

00:03:00   they could you kind of got the

00:03:00   impression that during that week app

00:03:03   review is like all hands on deck but

00:03:04   still it was always important to try and

00:03:06   be in there really soon so that you were

00:03:09   ready on day one whereas this year it's

00:03:10   if you have reviews are gonna take a day

00:03:12   or two you may even be able to get a

00:03:13   couple of rejection approval cycles

00:03:16   through in that time but that's sort of

00:03:19   when I'm expecting for next week does

00:03:20   that make sense to you based on past

00:03:22   experience yeah I mean that's that's the

00:03:24   most likely to happen for sure I mean

00:03:25   one thing that that is worth observing

00:03:28   this time is this is going to be the

00:03:30   first big rush of submissions since the

00:03:33   app review delay dropped suspiciously

00:03:36   from one week to less than one day so

00:03:38   it'll be interesting to see like if you

00:03:41   know basically how much the influx of

00:03:43   submissions affect that time whether it

00:03:45   really makes it spike back up to maybe a

00:03:47   week or maybe it you know it doesn't

00:03:48   keep itself nice and nice and fast the

00:03:50   way it has been for these last few

00:03:51   months also I think it'll be interesting

00:03:54   to see what the rejection controversy of

00:03:58   the year will be you know like every

00:04:00   every year like you know every time

00:04:02   there's a new version of iOS that adds

00:04:04   new capabilities the whole bunch people

00:04:06   try to take advantage of those and some

00:04:09   of some of the things people try to do

00:04:10   Apple decides that's not within what we

00:04:14   what we had in mind or that's not the

00:04:15   kind of thing we want to allow and so

00:04:18   even if there wasn't necessarily a rule

00:04:20   that explicitly prohibited it during

00:04:22   development before oftentimes new rules

00:04:25   be created and established during this

00:04:27   initial fall rush because you know it

00:04:31   usually you know it's not like it's not

00:04:32   usually like evil or anything it's

00:04:34   usually just like Apple didn't realize

00:04:35   that oh you know what we didn't think

00:04:36   about that thing that you just did with

00:04:39   this new ability we had and we don't

00:04:41   want you to do that but inevitably this

00:04:43   always causes lots of grief for all the

00:04:46   people involved at the developer Apple

00:04:47   and all of us who read about it and

00:04:50   complain about it because ultimately

00:04:51   that these are all really messy policies

00:04:55   and messy problems that are that are

00:04:56   hard to get right on all sides and so I

00:05:00   think it'll be to see what that will be

00:05:01   there's a lot of new stuff available

00:05:03   that you can play with now a lot of new

00:05:05   apps and app capabilities you can do all

00:05:07   the entire messages app store to me it's

00:05:09   fascinating

00:05:10   I am really curious to what happens

00:05:12   there I'm also really curious to see

00:05:16   whether there will be a big rush of iOS

00:05:20   10 apps on day one or for day one

00:05:23   because it seems to me and this this

00:05:26   could just be like anecdotal or the

00:05:28   people I hang around with or whatever

00:05:29   else you know they this is based on

00:05:31   nothing except my own intuition and

00:05:33   anecdotes but it does seem to me that

00:05:36   there is less of a push to get your

00:05:41   stuff out there on day one recently as

00:05:43   the App Store economy become as we

00:05:45   discussed last episode as the economy

00:05:47   becomes a lot more challenging and a lot

00:05:49   of Indies just have bowed out or have

00:05:52   had to take consulting work to pay a lot

00:05:54   of the bills and a lot of you know

00:05:58   there's they're basically like there's

00:05:59   less I think there's less upside now to

00:06:03   rushing your stuff out and being there

00:06:04   on day one for new platforms new

00:06:06   capabilities new iOS versions things

00:06:09   like that because the app market has

00:06:11   cooled down so much for people like us

00:06:14   but I don't I mean you know better than

00:06:16   I because you you you are almost always

00:06:18   out there on day one with with new stuff

00:06:21   have you do you think it's still worth

00:06:23   getting out there on day one and do you

00:06:25   do you expect a lot of people will or is

00:06:27   it is it either not worth it or can

00:06:29   people not really afford to spend that

00:06:31   much time on it I think so it is always

00:06:34   yeah I've done a lot of getting ready

00:06:38   for day one and this

00:06:39   my plan is I originally had been hoping

00:06:41   to have my next new app ready for day

00:06:44   one it doesn't look like that's gonna

00:06:45   happen but instead I'm just gonna have

00:06:47   updates for iOS 10 watch OS 3 for my

00:06:51   main apps will be ready on day one you

00:06:54   know they're essentially ready now I'm

00:06:55   in the final stages of testing and I've

00:06:58   been focused on that and I think though

00:07:00   that makes a lot of sense that if you

00:07:01   have an existing product that has a new

00:07:03   capability that it can take advantage of

00:07:05   to be ready on day one that's like it's

00:07:08   a surgery or you're in a doubly good

00:07:10   situation there on the one side like in

00:07:13   this case for a lot of my apps watch OS

00:07:15   3 is the big new thing and it's so great

00:07:18   for me because my apps

00:07:20   Akin's really take advantage of that and

00:07:23   B's a lot better so this you know a lot

00:07:25   of my apps are going to be switching to

00:07:27   they're gonna require still require iOS

00:07:29   9 but they're going to require iOS or

00:07:31   watch OS 3 because what reversed 3 is

00:07:34   just so much better and so I'm looking

00:07:36   forward to just dropping support for

00:07:38   watch OS 2 and plowing ahead there and

00:07:40   they'll be better for developers and

00:07:42   then I think also it's it's it's also

00:07:44   beneficial to you because if you have an

00:07:46   existing app especially one with a

00:07:48   reason you know any kind of existing

00:07:50   audience following whatever and you do

00:07:55   an update that takes advantage of the

00:07:56   new stuff I think it's easier to get on

00:07:58   Apple's radar for being featured or

00:08:01   being in that group of you know things

00:08:03   like or even not from Apple and just

00:08:06   from the press like it's easier to kind

00:08:08   of get it get that little boost of

00:08:10   attention but other than that like it is

00:08:12   a I think there was a time when trying

00:08:16   to fight for that do that day one like

00:08:19   being the first to do something maybe

00:08:21   booth mattered more but I will certainly

00:08:23   say I don't think it matters nearly as

00:08:24   much as it used to to be in that first

00:08:26   wave of things because in general it's

00:08:29   so difficult and the volume of apps

00:08:32   coming out in the App Store is so high

00:08:34   that in some ways it's worse to be in

00:08:38   that first real wave like this is always

00:08:40   the tension that I've always felt when I

00:08:41   come and I come towards the end of the

00:08:43   summer is on there's the upside of being

00:08:46   in that first wave is like there's that

00:08:48   there's a built-in audience looking for

00:08:50   new stuff both on Apple and their

00:08:52   editorial

00:08:52   team as well as in the press as well as

00:08:54   customers like penis a I got a brand new

00:08:56   phone I wonder what I can do it can do

00:08:58   this cool new thing great I want to take

00:09:00   advantage of that but I'm the downside

00:09:03   you're competing against all the people

00:09:06   trying to take advantage of that

00:09:07   built-in audience at the same time and

00:09:09   so you're like via the focus that you

00:09:12   could get on yourself is so much more

00:09:14   diluted that even if you are ready and

00:09:16   you are in that first wave and you do

00:09:18   get some attention from some other

00:09:19   things you're going to be sharing that

00:09:21   with you know tens or 20 of the other

00:09:23   apps like you're gonna be one of the you

00:09:26   know here's the ten new apps for iOS 10

00:09:28   you need to be aware of like the you're

00:09:30   in a slideshow you're being you know

00:09:31   you're in that slideshow on the verge or

00:09:33   something you're not whereas if you wait

00:09:36   a couple months and you release your new

00:09:37   app in November say you may actually

00:09:41   just get attention on your own in a way

00:09:44   that is probably a bit more constructive

00:09:46   especially when you know as like this is

00:09:49   a really busy time for that for the

00:09:51   press in general and so they're not

00:09:53   quite as much looking for articles to

00:09:55   write like if you do it later when new

00:09:57   things are a bit slower in the news

00:09:58   cycle and you're just you know it's it's

00:10:00   nice for them to have something

00:10:02   interesting to write about like that has

00:10:03   a great benefit too and there's always

00:10:05   been a tension there's always been that

00:10:06   the tension between if you're in that

00:10:09   like that new group it's like you're

00:10:11   your potential is bigger perhaps but

00:10:14   you're the risk of getting lost in the

00:10:16   noise I think is also higher and I think

00:10:19   so in general like the fact that I'm

00:10:21   know I'm gonna miss day one with my next

00:10:23   app like I there's a time when I'd

00:10:25   probably be worried about that at this

00:10:27   point I'm not really worried I'm like

00:10:28   that's fine it'll just I'll release it

00:10:30   sometime this fall when it's ready and

00:10:32   go from there and I'm not too worried

00:10:35   about being ready on day one except for

00:10:37   you know from the for the iOS updates

00:10:39   that I have now and obviously if you

00:10:41   have an app update that is necessary you

00:10:45   know so if your app doesn't work

00:10:46   correctly on the new platform or a

00:10:49   situation like that you obviously want

00:10:50   to be ready on day one so that you don't

00:10:52   have the situation where everyone

00:10:54   installs iOS 10 and your app stops

00:10:56   working like it starts crashing on

00:10:57   launch or something like you want to be

00:10:59   ready on day one if that were the case

00:11:01   but in general you can just kind of take

00:11:04   it easy at this point I'd say and the

00:11:05   good thing about that ladder

00:11:06   to about like if your app actually

00:11:08   doesn't work on ten you probably know

00:11:10   that already because that probably

00:11:11   happened during the beta period and so

00:11:13   many people are in the betas these days

00:11:15   that you can generally be sure that if

00:11:17   your app if the if the previous version

00:11:20   build of your app like if the you know

00:11:21   building with the Iowa's nine SDK but

00:11:23   happened but running it on iOS 10 if

00:11:25   that has worked during the betas it'll

00:11:28   probably work during the GM so you can

00:11:30   be reasonably assured of that you know

00:11:31   most of the time but you know I too have

00:11:34   have faced a similar dilemma of like do

00:11:37   you want to join the rush do you want to

00:11:39   compete in the rush and you know try to

00:11:41   catch that big wave early on and

00:11:43   ultimately I I don't know how big the

00:11:47   wave is like the the idea here is that

00:11:51   you are competing with all these other

00:11:53   you know attention-grabbing

00:11:54   sources here and all these other apps

00:11:56   that are vying for features and press

00:11:59   reviews and everything else the whole

00:12:01   idea here is you're competing for that

00:12:03   in order to get that that massive wave

00:12:06   of people and that the wave is the

00:12:07   assumption is that the wave is big

00:12:08   enough that it's worth it but I'm not

00:12:11   sure the wave is big enough these like

00:12:13   what I what I've seen over the last you

00:12:15   know well heck over the entire App Store

00:12:17   basically is you know they're they're

00:12:19   obviously years where iPhone and iPad

00:12:21   growth is better than others and also

00:12:23   the market has had fewer and fewer new

00:12:27   customers I think over time or at least

00:12:29   recently that you know it's seen that

00:12:32   there's a lot of the a lot of the iPhone

00:12:33   and iPad sales are selling to people who

00:12:35   already had them who were just upgrading

00:12:36   basically people who already had Apple

00:12:38   IDs who might have probably already

00:12:40   heard of and bought or not bought your

00:12:42   apps and so what I've seen over time is

00:12:45   you know it major holidays like

00:12:48   Christmas and major new iPhone and iPad

00:12:50   releases used to cause big spikes in my

00:12:53   sales or and or downloads and over time

00:12:56   the size of those spikes has actually

00:12:58   decreased that in recent years those

00:13:01   spikes aren't actually that substantial

00:13:03   and so maybe the right calculus here is

00:13:07   to not compete for this big wave with

00:13:10   all with everybody else because the wave

00:13:12   isn't that big anymore or at least it's

00:13:14   not big enough to make it worth all the

00:13:17   competition and fighting for all the

00:13:19   attention

00:13:20   and so free personally I mean this could

00:13:22   all just be wishful thinking because I'm

00:13:24   not gonna be ready on day one either

00:13:25   not even close I have done I've done

00:13:28   only a very small part of the work on

00:13:29   overcast 3.0 so far and it's most likely

00:13:32   going to be a spring release not a fall

00:13:33   release if I had to take a guess now but

00:13:36   I you know I I think that's ultimately

00:13:39   not that bad of a thing because as you

00:13:41   said like there's so many people vying

00:13:43   for the tension on day zero of the new

00:13:46   release and the new phones being

00:13:47   released that like I as a user as a

00:13:51   person who loves apps and reads blogs

00:13:53   about apps and stuff I get overwhelmed

00:13:55   with all the announcements that are made

00:13:57   and I usually end up forgetting more

00:13:58   than half of them and I have to imagine

00:14:00   that happens a lot a lot of other people

00:14:02   too because there's just so much that

00:14:04   happens during this time so much is

00:14:07   released that you know you could score

00:14:10   big and get a lot of attention from it

00:14:12   but I think it's much more based on luck

00:14:15   at that point than the rest of the year

00:14:18   when there's less competition per day

00:14:20   for attention and you have generally a

00:14:23   better chance of being noticed and I

00:14:25   think there's something to be said to

00:14:26   for its the looking at what you're

00:14:29   trying to build an understanding if the

00:14:31   if it is truly a new I guess so I'm

00:14:38   thinking about a little bit of the

00:14:39   history with one of my half speedometer

00:14:41   plus plus which is a step counter and I

00:14:43   remember quite specifically how that app

00:14:46   came to be because it was one of those

00:14:48   cases where being there on day one

00:14:50   turned out to be perhaps not essential

00:14:53   but very important for the way that it

00:14:55   gained traction and so several years ago

00:14:58   when the Apple first added a motion

00:15:02   coprocessor to the iPhone that we'd gone

00:15:04   through all the way through the summer

00:15:05   like in WDC and there are no sign in any

00:15:09   of the SDKs or in the GM or and the

00:15:11   betas or anything about to this new

00:15:13   capability there's going to come out at

00:15:14   the new phone and at the event

00:15:17   Phyllis Trillo gets on the stage and

00:15:18   says hey it has this motion processor

00:15:19   that can count steps and that evening or

00:15:22   I guess a few hours after the event your

00:15:24   Apple updates the new GM's and I go into

00:15:26   the beta diffs and there's this new

00:15:28   class cm pedometer and it was a way of

00:15:30   measuring and tracking steps and at this

00:15:32   point there's no hardware that

00:15:34   cysts that can do that the simulator

00:15:36   doesn't do it and I was like you know

00:15:38   but I think this is kind of cool I'd

00:15:40   like to make a pedometer using this API

00:15:41   and so I spent the next week without a

00:15:44   heart without any hardware working on a

00:15:46   version of this aware version of the app

00:15:49   that ultimately would become phenomenal

00:15:50   plus plus and you know I remember I that

00:15:53   you know that iPhone launch I stayed up

00:15:56   at in you know told like oh it's not

00:15:59   quite over night I got up maybe at like

00:16:01   2:00 or 3:00 in the morning I went to

00:16:02   line up at my local Apple store I went I

00:16:04   got an iPhone I ran back to my office I

00:16:06   plugged you know plugged it in checked

00:16:09   this app that I've been working entirely

00:16:11   theoretically the past week on made sure

00:16:14   that it worked as soon as it showed any

00:16:16   kind of step counting I just submitted

00:16:18   to the App Store and hope for the best

00:16:19   and it turned out that was a big big

00:16:23   boon for that particular app because

00:16:25   there were no apps at all that could

00:16:28   today were taking advantage of the m7

00:16:30   chip at that time and so when people in

00:16:33   the press when people who had just

00:16:35   bought these new phones we're looking to

00:16:37   see if it what like what is this new

00:16:39   thing and how does it work I was able to

00:16:42   be an app that you know people could go

00:16:43   and try and so it was important to be in

00:16:45   that first wave because there was this

00:16:48   pent-up to sort of demand for that that

00:16:50   being in not if I had released the same

00:16:53   app a few months later there wouldn't

00:16:55   have been nearly that same sort of

00:16:57   initial interest and so that was a new

00:16:59   Scituate like something completely new

00:17:00   and something that being there on being

00:17:03   the first sort of mattered whereas a lot

00:17:06   of updates are a lot of apps that if

00:17:08   you're doing something that wasn't

00:17:10   completely impossible before you know if

00:17:12   you're doing if you were doing it's just

00:17:14   an update to an existing app or it's an

00:17:16   app in an existing category that takes

00:17:18   advantage perhaps of the new stuff but

00:17:20   isn't completely new and revolutionary

00:17:23   then you know waiting probably doesn't

00:17:26   matter as much but I'm definitely you

00:17:28   know every year I will go to the event

00:17:29   or go to the event I'll watch the event

00:17:31   next week and one of the things I will

00:17:33   turn always be paying attention to it's

00:17:34   like is there something new that they're

00:17:36   announcing here that hasn't been in the

00:17:38   betas that is going to magically appear

00:17:40   next Wednesday and is there an

00:17:42   opportunity there and if there is like

00:17:44   maybe I'll chase after it but if it's

00:17:46   not in that category

00:17:47   where you have something very specific

00:17:49   that is it wasn't possible before it's

00:17:53   probably fine to just let it go

00:17:54   yeah I'm curious to think like what you

00:17:57   know for for what we have heard in the

00:17:59   rumor mill about these new iPhones and

00:18:01   possibly new watches I wonder like what

00:18:04   what kinds of things might that be that

00:18:07   that become available next week that we

00:18:08   don't know about yet and you know

00:18:10   according to the rumor mill like I think

00:18:11   the the rumored dual camera or dual lens

00:18:14   camera on the on the big phone the the

00:18:17   plus size phone that might be something

00:18:19   interesting you know lots of people use

00:18:20   their phones as a camera that's a really

00:18:22   big business dealing with camera apps

00:18:24   and photo processing and everything else

00:18:26   so anything that is enabled by a a

00:18:29   substantially better camera might be a

00:18:31   really new category to go into later but

00:18:33   of course there's gonna be lots of

00:18:34   competition in the head but and even

00:18:36   there like the tricky thing is whatever

00:18:37   that new capability that camera has the

00:18:40   built-in Apple camera will probably be

00:18:43   able to do it exactly yes I think that's

00:18:46   the thing where it gets really

00:18:46   interesting is finding an opportunity

00:18:48   where there's a new capability that

00:18:50   Apple isn't themselves addressing at all

00:18:52   like that like that intersection is

00:18:55   where really interesting app

00:18:56   opportunities exist and and of course

00:18:58   and and the watch also like you know if

00:19:00   if the watch hardware comes out as

00:19:03   rumored sometime soon who knows and if

00:19:06   the rumors are true that it has Hardware

00:19:08   GPS and maybe some other upgrades like

00:19:09   would that also enabled new stuff looks

00:19:12   like maybe it's it's tricky because like

00:19:15   so many of these things I think about

00:19:18   you know with the watch and GPS and

00:19:20   maybe I'm just not creative enough but

00:19:21   it's a tricky thing to imagine a totally

00:19:25   new thing that you could do with that

00:19:26   like it's useful for the watch to have

00:19:27   GPS but because it requires your iPhone

00:19:32   to be near to it to do anything with the

00:19:36   data unless you're doing a sort of

00:19:38   retrospectively it you your iPhones had

00:19:41   a GPS in it since the 3G I think or

00:19:45   something like that doesn't so it's not

00:19:47   a brand new totally you know new

00:19:49   capability and so it's tricky to imagine

00:19:54   what that would be it's it's like it

00:19:55   will probably make existing apps better

00:19:57   and those kinds of changes are ones that

00:20:00   are think are less

00:20:01   exciting from a like new category

00:20:04   perspective you know even like you're

00:20:05   saying with the camera like there's lots

00:20:07   of camera existing camera apps and so

00:20:09   even if you took advantage of the new

00:20:11   dual camera system in some amazing and

00:20:14   awesome and cool way you're right you're

00:20:16   going into a set ready saturated market

00:20:19   it's not a new market that didn't exist

00:20:22   before where suddenly rather than

00:20:23   competing against thousands of apps

00:20:25   you're competing against ten apps you

00:20:28   know that would be exciting that would

00:20:29   be interesting but if you're if it's

00:20:31   just something that has been done before

00:20:32   but it's just now better that's a that's

00:20:35   a harder sell I think that's a fair

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00:22:25   supporting this show okay so I guess one

00:22:30   of the thing that it seems like it made

00:22:31   sense for us to dive into is if you have

00:22:34   decided to you know join the rush and be

00:22:39   in there in the in the sort of the wild

00:22:41   craze to being on day one there's an

00:22:45   interesting aspect to that that I don't

00:22:47   think is very well documented just sort

00:22:50   of generally and so it seemed worth

00:22:51   talking about and that's the process

00:22:52   that goes into being featured by Apple

00:22:56   so this is you know I guess in many ways

00:22:59   the goal or at least it's a nice

00:23:01   confirmation that the work you've been

00:23:03   doing is you know is is good is

00:23:05   worthwhile is perhaps gonna have some

00:23:07   success is you know when you submit your

00:23:09   application to the App Store and you

00:23:12   then get an email back from Apple saying

00:23:14   your app is being considered for

00:23:16   promotion which I remember you know I

00:23:19   the first time I got one of those I mean

00:23:21   it's like dancing around my office like

00:23:23   that is so cool too because up until

00:23:25   that point so much for your development

00:23:26   process has been in fairly isolated or

00:23:29   lonely like you've got or like you've

00:23:31   shown it to your friends but obviously

00:23:32   they're gonna be nice to you because

00:23:34   they're your friends but Apple has no

00:23:37   interest in being nice to you in that

00:23:38   regard like if your app isn't good

00:23:39   they're not gonna feature it and so it's

00:23:43   really cool to get that external

00:23:45   validation when you get an email and the

00:23:47   way that process typically works is

00:23:48   you'll get an email back and it'll say

00:23:50   you know hey your app is being you know

00:23:53   considered for promotion and within the

00:23:55   App Store and they need some things from

00:23:57   you and it's important to probably

00:23:59   emphasize that they say considered for

00:24:00   promotion it's anything anything that

00:24:03   any interactions you have it you have

00:24:05   with Apple in this sort of process are

00:24:07   entirely there's no guarantees that they

00:24:10   may or may not end up actually featuring

00:24:13   you it's just going to depend on what

00:24:14   makes sense what you give back to them

00:24:16   you know like a lot of times I get the

00:24:18   impression that there's different you

00:24:20   know they're trying to put together

00:24:21   different campaigns or collections of

00:24:23   apps on their end and if they don't get

00:24:27   enough of apps in one

00:24:28   Gouri or just they decide to go another

00:24:30   way maybe they'll just sort of you that

00:24:32   that particular promotion that they were

00:24:33   thinking about may not ever run what

00:24:36   they'll ask you for is essentially that

00:24:37   banner that you see in the app store so

00:24:40   if you open up the App Store right now

00:24:41   on your phone and go to any category or

00:24:44   the featured pages you'll see like the

00:24:46   not not the app icon display the kind of

00:24:49   the bigger rectangles just that you know

00:24:53   usually have the apps name and some kind

00:24:55   of artwork associated with it and

00:24:57   essentially Apple is just asking you to

00:24:58   make that that banner for you and so if

00:25:01   you get one of these emails and you get

00:25:03   that you know get that artwork usually

00:25:05   it said based they'll give you say

00:25:06   something along the lines of you know

00:25:08   you have a couple of days to get back to

00:25:09   them I would definitely encourage you to

00:25:12   work hard to get something back to them

00:25:14   it's one of the it's definitely I

00:25:16   wouldn't push it in terms of if they say

00:25:18   they need it by next Thursday I'd get it

00:25:20   to them next Wednesday you know you want

00:25:22   to be responsive and doing everything

00:25:26   you can on there on your end because I

00:25:28   imagine you're not the only one they're

00:25:30   sending that email to and so anything

00:25:32   you can do to make their life easier

00:25:33   it's going to just increase the chances

00:25:36   that you're gonna end up being featured

00:25:37   you know that much more but you know you

00:25:40   put together this big PSD file you'll

00:25:43   send it back to them and then you wait

00:25:44   and if the waiting part is definitely

00:25:47   always a little bit disconcerting like I

00:25:49   you often find you know someone else

00:25:52   will tell you that your app is being

00:25:53   featured because you just never know

00:25:54   when it's gonna happen there's not a lot

00:25:56   of visibility into that and they don't

00:25:58   tell you and if they choose it like they

00:25:59   like no one tells you unless you notice

00:26:01   it or someone else exactly they like you

00:26:03   there's no it's not no it's not like a

00:26:05   conversation you're having it's very you

00:26:07   get the email that says give us this

00:26:09   thing and you upload the thing into

00:26:11   iTunes Connect and then you just wait

00:26:13   yeah yeah it used to be FTP servers and

00:26:16   before there was email attachments at

00:26:17   one time like it the system has gotten a

00:26:19   lot better over the years so a couple

00:26:22   things number one most at metrics

00:26:26   services things like app figures or the

00:26:28   one I use they will usually have a way

00:26:31   to track whether you're featured so you

00:26:32   don't have to be checking every store in

00:26:34   every country with every category and

00:26:36   every page so you usually like vailable

00:26:38   they lovely attract that which is nice

00:26:39   also

00:26:41   Apple will occasionally request things

00:26:44   for their social media accounts and you

00:26:46   and I have both had this happen that so

00:26:48   that that's like the app store account

00:26:49   on on Twitter and I believe is also on

00:26:51   on Facebook and the requirements are

00:26:54   pretty different for those than for the

00:26:55   regular promotional artwork they have a

00:26:58   lot of restrictions on them that

00:26:59   basically mean that you will probably

00:27:01   have to make something brand new just

00:27:03   for that often times you will have to go

00:27:05   to a designer just for that or license

00:27:06   new a new stock photo or something like

00:27:08   that that's one of the ones I did those

00:27:11   are probably not worth it in my

00:27:14   experience so far it so basically these

00:27:16   these artwork requests it is almost

00:27:19   always worth responding to them

00:27:21   completely and quickly but it is not

00:27:24   probably worth having to go like hire a

00:27:27   designer for a whole lot more time or

00:27:30   buy new assets or create all new assets

00:27:33   if it's gonna be a lot of time or

00:27:35   expense to you because the chances of

00:27:37   you getting featured are already not

00:27:39   probably above 50% and the chances you

00:27:42   getting featured in a place that drives

00:27:44   enough downloads to matter is pretty low

00:27:47   as well and so you know keep it you know

00:27:50   keep your head straight when you get

00:27:51   these requests don't go totally nuts

00:27:52   trying to serve them with like the most

00:27:54   amazing stuff in the world because you

00:27:57   know it the possible upside usually is

00:27:59   fairly small and and the the ones that

00:28:02   had the larger upsides like the big a

00:28:04   star banners are actually the easiest

00:28:06   ones to make you don't go nuts yeah and

00:28:10   I think that's very fair to say that I

00:28:11   think it's important to you anytime you

00:28:14   get an opportunity I mean this it

00:28:16   applies probably to a lot of you know

00:28:18   press publications as things as well but

00:28:20   in general like if you have an

00:28:21   opportunity to someone's asking for

00:28:23   assets from you to help them promote to

00:28:26   you like that's pretty much a good thing

00:28:28   and yeah I wouldn't go crazy like

00:28:30   whenever I get the the social media ones

00:28:32   that ask for things like I just got a

00:28:34   you know a stock photo site I'll find a

00:28:36   relevant image you know formatted in the

00:28:39   way they need it and send it off and

00:28:40   it's yeah it's a cut maybe a couple

00:28:42   hours work you could imagine going down

00:28:44   the road of doing a lot of heavy work

00:28:46   there but it's probably not going to pay

00:28:49   off because the difference between an

00:28:51   amazing featured banner a

00:28:54   just a basic future banner it's probably

00:28:57   relatively small in terms of traffic and

00:28:59   like you said I mean that the social

00:29:01   ones I found have some impact may be on

00:29:04   on downloads but not very much there's

00:29:06   just not not new there's something not

00:29:08   nearly as powerful as you know being

00:29:10   promoted in the App Store which is an

00:29:12   app someone has launched because they're

00:29:14   looking for an app and then they'll see

00:29:16   a promotion for an app so they're ready

00:29:19   in the I want an app oh look here's an

00:29:21   app oh let me get this app it's always

00:29:24   gonna be more powerful than you know

00:29:25   someone's on Twitter looking at the news

00:29:27   or on Facebook looking at you know like

00:29:30   pictures from their friends and then

00:29:33   they see and you know something about an

00:29:35   app but this is never gonna be as

00:29:36   compelling so I wouldn't worry about it

00:29:37   quite as much exactly yeah so keep your

00:29:40   head on straight don't get your hopes up

00:29:42   too far but respond quickly it sounds

00:29:44   about right

00:29:44   all right that's all the time we have

00:29:46   for this week thank you everybody for

00:29:47   listening and we will talk to you next

00:29:49   week bye