Apple defends iPhone app approval process

10% of rejections are for "inappropriate" apps, says exec
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Apple's senior vice president of worldwide product marketing Phil Schiller has defended the company's approvals policy for iPhone apps, saying it is essential to build trust in App Store customers.

"We've built a store for the most part that people can trust," he told Business Week. "You and your family and friends can download applications from the store, and for the most part they do what you'd expect, and they get onto your phone, and you get billed appropriately, and it all just works."

In the interview, Schiller revealed that 90 per cent of iPhone app rejections are due to technical bugs or issues, while 10 per cent are rejected for other reasons - for example apps that steal personal data, help users break the law, or which contain "inappropriate content".

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