The Apple App Store has tens of thousands of applications and several billion recorded downloads. In sheer size and variety, it blows all of its competitors clear out of the water. The Android App Market, the #2 application store, isn't even one tenth of the App Store's size. And yet, there is a weakness to the App Store, and that weakness is a lack of transparency.
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I don't want to waste a lot of words re-treading on old issues. The fact is that Apple's schizophrenic, constantly shifting and never-quite-clear app guidelines make them a very risky platform to develop for. In order to help them compete with Apple, Microsoft is trying to do the exact opposite.
Pocketnow reports that Microsoft has stated that they will "set guidance and certifications" for all submitted apps. While the exact details of these standards are not out yet, the fact that there will be clearly defined standards will be hugely appreciated by developers. When you are investing a substantial portion of your livelihood into a platform, you like some assurance that the rules won't just change.
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For more coverage of MIX10 and more information on the Windows Phone 7 Series app store, you can go here.