At first glance, the rules for approval for the App Store seemed pretty simple. Rules such as not directly duplicating the use of pre-installed apps such as Safari or SMS, not creating any kind of risk to security, or the over-usage of bandwidth all seem like fair and simple rules to follow, or so one would think.

     One example of this is the recently approved app, BdEmailer. BdEmailer’s main functionality is simply to allow the sending and receiving of e-mails, much alike the on-board app Mail. So why was this approved when apps such as one by the name of MailWrangler were declined earlier in the year? MailWrangler allowed users to add multiple Google Mail accounts to the one app, and allow the sending and receiving of emails from each one without the need to log in and out of each account. The designer of this app was told the application “duplicated the functionality of the built in iPhone application Mail without providing sufficient differentiation”. So why was BdEmailer approved, whereas apps such as MailWrangler declined? Another example of this problem is when the radio streaming application, Cast Catcher, was declined after being told the app “transferred excessive volumes of data over the cellular network”, whilst the popular application Pandora and AOL Radio have been approved and have received wide-spread appraisal.

     With the acceptance of BdEmailer, we can only hope Apple is taking more of an open-minded approach to the acceptance of applications to the App Store, as the more choice and competition the better. There’s always a chance the app was accepted without a full investigation, and the possibility of the App being pulled down in the near future (if not already) shouldn’t be considered out of the question.