Q&A with iPhone developer Raizlabs

We asked Greg Raiz of smartphone development agency Raizlabs for his reflections on what it’s like producing commercial iPhone apps, and what the future holds…

WD: As someone who develops iPhone applications commercially, what are your perceptions of this new market and the significance it might have for software development?

GR: The iPhone has really opened up the market for independent developers. It was previously very difficult to produce and distribute applications to a large audience. In a relatively short amount of time the App Store has made it possible for us to reach over half a million people. Developing for mobile has its own challenges. Unlike a typical website you have to consider many scenarios for connectivity, interruptions and international issues that just don’t happen when you’re coding a website or desktop app. The nice part is that you also get to consider all sorts of environmental issues such as location, orientation, cameras and video that you usually don’t get to use when building a website.

WD: In your experience, what kind of iPhone applications are the most successful and do you have any tips for what makes a great app concept?

GR: We have built over a dozen apps for ourselves and a number of applications for clients as well. There are three specific things that we have found help make apps successful: Great design and great user experience Do something better than everyone else Great promotions or marketing to get the word out There are very few apps that are wildly successful that don’t exhibit aspects of all three. All the apps you read about that are runaway hits had aspects of all three. We’ve used this same formula on a number of our other apps: Clock Radio, JetSetter, Mortgage Calculator, VideoUp, etc. Great design, unique value, great marketing. We’ve had our share of flops as well so I would not say that it’s a surefire formula but these three guidelines have served us well.

WD: What really sets the iPhone apart in terms of developing apps for smartphones and how much has it changed mobile design forever?

GR: The iPhone has a much richer control set than previous smartphones. As a developer you have a very rich and attractive library of user interface controls and design patterns. You also have an easy-to-use API to access things like location, maps and more. On other platforms like Windows Mobile or BlackBerry it is limited and it’s much harder to produce quality apps. The iPhone makes it easier to do the right thing. Looking at the marketplace you see Google, Palm, BlackBerry, Nokia, Microsoft and Motorola all focusing on creating rich touch-based smartphone devices with complimentary app stores. This is a total change in direction from five years ago and I don’t think they’re looking back.

WD: How do you feel about the fairly ‘closed’ nature of Apple’s policy for developing and distributing iPhone apps – is it fair on third-party developers?

GR: I don’t think Apple expected the App Store to be as big a hit as it has become. It seems its infrastructure was built on the model of how the music store operated. Clearly apps are very different than music and end users’ expectations are very different. The system has to change. Personally I think Apple knows that it has to change. The problem is figuring out how to change the system without putting the success that it has built in jeopardy. A couple things would really help.

1) Transparency in the approval process. Developers should know what’s going on and how long it will take.

2) Clear policies, not just guidelines. It should be 100 per cent clear what types of applications are allowed. As it currently stands the process lets some apps in while very similar apps are rejected.

3) A well-defined appeals process. The current ‘process’ is to blog about the issues and hope you raise enough of a stink that Apple will change course.

4) Trust but verify. Apple can remove much of the approval process and verify apps rather than approve them.

Facebook has a similar model where apps can be verified. Other platforms work in much the same way relying on community rating and flagging to help vet new content or new applications and tools. Apple has built an amazing platform but the approval process and ‘openness’ of the platform still needs work.