Apple refuses to publish major apps from Microsoft, Google, Facebook

• Apple refuses to allow major gaming apps from Microsoft, Google and Facebook on the iPhone and iPad App Store.
• The reason, Apple said, is because those apps give access to games that have not been reviewed by Apple’s review guidelines.
• “Our customers enjoy great apps and games from millions of developers, and gaming services can definitely launch in the App Store, as long as they follow the same set of guidelines that apply to all developers,” an Apple spokesman told Business Insider , “including submitting games individually for review and appearing in charts and searches.”
• It’s a policy that Apple applies to gaming services only, while apps like Netflix and Spotify give access to large libraries that do not have to go through Apple’s App Store evaluation process.
• Both Microsoft and Facebook are publicly pushing back on Apple’s policies.
• Visit the Business Insider website for more stories.

The only way to publish apps on the iPhone and iPad is through Apple’s App Store.

And if Apple decides that an app you submitted for publishing violates its publishing requirements, your app will not be available in the Apple App Store.

Such is the case with a trio of apps from some of tech’s toughest hitters: Microsoft, Facebook, and Google all have great gaming apps that Apple refuses to release. Microsoft’s games, Google’s Stadiums, and Facebook’s Gaming app are all blocking publishing in the App Store.

The reason? Those companies will not submit each individual game to Apple for review.

“The App Store has been created to be a safe and trusted place for customers to discover and download apps, and a great business opportunity for all developers,” an Apple spokesman told Business Insider this week. “Before they go on our store, all apps are tested against the same set of guidelines that are meant to protect customers and give an honest and equal playing field to developers.”

Because not every company submits a game, Apple blocks the apps that allow access to those games.

“Our customers enjoy great apps and games from millions of developers, and gaming services can absolutely launch in the App Store, as long as they follow the same set of guidelines that apply to all developers, including submitting games individually for review, and appear in charts and searches, “Apple’s statement said. “In addition to the App Store, developers can choose to reach all iPhone and iPad users via the web through Safari and other browsers in the App Store.”

Given that Apple allows services like Netflix and Spotify without checking every bit of content, why not allow a similar service for gaming?

The difference comes down to the medium, according to Apple: Games are interactive, unlike music and movies, and there are consumer expectations baked into the App Store related to gaming.

Those expectations extend to game content, but also to searchability, in-app payments through Apple’s built-in services, and App Store charts, according to Apple.

To be published in Apple’s App Store, Facebook has removed games directly from its Facebook Gaming app.

Google removed the core component of its app – the Google Stadia app on iOS does not stream video games to your phone, which is what the service exists to do.

And, for the moment, when Microsoft’s Game Pass game streaming service launches on September 15, it will only be available on Android smartphones and tablets.

“Unfortunately, we have no way of bringing our vision of cloud gaming with Xbox Game Pass Ultimate to gamers on iOS through the Apple App Store,” a Microsoft spokesman said on Thursday. “Apple stands alone as the sole general purpose platform to dissuade customers from cloud games and game subscription services such as Xbox Game Pass. And it consistently treats gaming apps differently, and applies stricter rules to non-gaming apps, even if they include interactive content. . “

Facebook COO Sheryl Sandberg had equally harsh words.

“Unfortunately, we had to completely remove gameplay functionality to get Apple’s approval on the standalone Facebook Gaming app – which means iOS users will have an inferior experience for those using Android,” Sandberg said in a statement. shared Friday with Business Insider. “We continue to focus on building communities for the more than 380 million people who play games on Facebook every month – whether Apple allows it in a standalone app or not.”

And in a thread on Twitter, the Facebook Gaming account went further.

“After months of submissions and repeated rejections by Apple, we had to remove direct games completely from the standalone app,” a tweet thread from the account said on Friday. “We can afford to pass ~ 6 months on Apple reviews, but many others can not. And although we could have tried additional appeals, we did not want to hold back from launching the version for livestreamers and fans.”

Google Stadium representatives did not respond to a request for comment.

What happens next is judged by some, but without support for iPhones and iPads, ambitious services like Xbox Game Pass and Google Stadiums will surely fight. iPhone users account for nearly half of the U.S. market share of smartphone users, according to Statista, and iPad is even more dominant in the tablet market.

One thing is for sure: Given how critical Xbox Game Pass is to Microsoft’s future with the Xbox market, we have certainly not heard the end of it.

Got a tip? Contact Business Insider Senior Correspondent Ben Gilbert by email ([email protected]), of Twitter DM (@realbengilbert). We can keep sources anonymous. Use a device without work to reach. PR pitches by email only, please.