Just over a month ago, I started selling my first app in the iTunes App Store. It was a great accomplishment for me to finally become a “paid” iPhone developer and I went into it with no real expectations. One month and 3 apps later, what I found was not the world of the iPhone developer’s goldmine as the Telegraph recently reported on, nor did I have an amazing experience with the App Store process like the Apple iPhone case studies rave on about, but I did see all aspects of the system and these are my experiences.
Not Everyone Becomes A Millionaire
I started Instant FAIL as a learning project. I gave it away for free and as I started adding features I thought people should pay for, I upped the price to $.99. Now the app will have a lot to do with how it takes off in the store, but I feel that my experience is one of many developer’s situations where they can’t market the app very well, have no funding initially, and just spread their app by word of mouth on Twitter, Facebook, and such. Here is what I found for month one: (chart provided by AppFigures.com)

Keep in mind that the orange line above is for app updates and the bottom blue line is actual sales. Since the app was free, people still get all of the updates as such, which I don’t mind. So the first month was not bad, I had initially set a success at $10 so that I could buy lunch for myself, I did 10x that but it’s certainly no million dollar goldmine.
The Approval…Well, The Rejection And Confusion Process
My biggest complaint with Apple is the App Store Approval process. First off the UI of iTunes Connect is abysmal, but past UI, their communication with developers is horrible. When I submitted the pay-for update for Instant FAIL, they set it up to look like I was creating a new app, so I uploaded all of the new screenshots, the new description, and submitted it. Come to find out that until it’s approved, all of those new images and text go to the existing version on iTunes! So I had to go back and change everything on the old version, but because I was starting to sell it and it had not been approved for sale, they politely removed my app from the store, and I didn’t find out until a friend tried to download it later that week.
I was launching a new app at work (Share It Live) and it had been in review for about 2 weeks. I received a rejection letter from Apple stating that it did not do what was described and they explained where the app crashed. I assumed it was my fault…I was wrong. First off they use the Simulator for testing, which as all developers know, doesn’t work exactly the same. Secondly, their simulator had frozen on Apple’s code when you try selecting an image from your library. I wrote them back and explained for them to try it again because there was no possible way it was our app, simply because we don’t have any interaction with the code at the point where it crashed. I heard back 5 days later with an automated response of, “please re-submit your app.” Great, now 2 weeks turned into 5 weeks. 1.5 months after the initial submission, the app was approved.
The problem is that they have no real way to communicate to anyone with issues you have. It’s all void-type email addresses, and even those are sometimes hard to find on the site. All responses are generic and you really feel left out in the cold. After you choke that down, it’s all up in the air as to when the app will launch. You find yourself racing to a computer when you get the email saying it launched so that you can adjust the release date to the current day (or else it may show up on page 3 of the section you’re in on the store), and if it’s an upgrade, you have to push out the new description and screenshots before people start seeing the app. Frustrating.
Traffic, Marketing, And Money
So over the last 30 days, I’ve seen a bump in site traffic, I’ve had friends say they saw someone with my app in other states, and I’ve made a little bit of money. I can’t really complain that much. Yes, the approval process is terrible. Yes, they take money behind-the-scenes to put apps in the New and Noteworthy section of the App Store, meaning the market doesn’t decide if they really are “noteworthy.” And yes, I’m a bit sad that I don’t get paid until I accrue a certain amount of sales. But looking on the bright side I’ve gained a lot of experience in the process and I know what to expect going forward.
So is it a goldmine? Not really. If you happen to make a great app and get a good leg on marketing it around, then yes. If all you expect is to have fun and make some apps that you enjoy, certainly yes. If it’s just REALLY pretty, maybe. If you’re most developers though, no. You’ll make a little bit on it and you’ll gain some experience. If you really want to make money making apps…make them for people who will pay to have them made. This means full-time jobs and freelance gigs. There are currently 1 million people who want you to make their app and you can have a share of the “millions” the app will make. It’s a trap. Your chances of hitting that luck are the exact same by spending your time creating own app ideas. So have fun with it, try to make quality apps, and realize that if you’re only doing it for the millions…move along.