Apple to iPhone App Store applicants: Just hang tight

It's never easy to get a Dear John letter, but it can sting a little more when you're getting the same letter as everyone else. Such is the case with the first wave of iPhone App Store "rejection" letters that Apple is now sending out to developers. Judging from the actual content of the letters, however, they sound more like a stall for more time to get through all the applications than a flat-out pink slip.

The bulk of the letter reads:

"Thank you for expressing interest in the iPhone Developer Program. We have received your enrollment request. As this time, the iPhone Developer Program is available to a limited number of developers and we plan to expand during the beta period. We will contact you again regarding your enrollment status at the appropriate time."

Developers are understandably upset about not getting an official welcome into the iPhone Developer Program's pearly gates, but this isn't an official rejection either. On Wednesday, Apple announced that the iPhone SDK has already been downloaded 100,000 times in just the one week since its announcement. While not every single one of those downloads resulted in an application to the program, you can be sure Apple is still getting slammed with requests.

When Ars spoke with developers, all of whom received just such a letter, our suspicions were confirmed. "Oh, it's not a rejection, certainly," said one developer who wished to remain anonymous (for fear of angering the Apple gods). "But if it's a 'Hey, we're overwhelmed, we'll get back to you', they should actually, ya know, say that." Another developer confirmed the possibility that Apple just needs more time to crunch through all the requests: "My best theory now is that this was a way of letting all of us know our status, so we'd stop worrying and wondering about whether our application was being processed."

We already know some of the general criteria Apple is using to filter some applications out of the store, such as anything pornographic or apps deemed to be "bandwidth hogs." However, Ars was not able to obtain a comment from Apple about these "we'll get back to you" letters or what other criteria Apple may be using for its ongoing approval process. Some developers we spoke with are concerned that Apple is showing preference to larger companies versus individual developers. Judging from the big-hitters, such as Electronic Arts, that Apple brought on stage for the iPhone SDK announcement, this preference could very well be the case.

In the long run, one developer we spoke with has "little doubt that most, if not almost all, devs will get in, over time. But like I said, [Apple has] hyped this immensely, and are now letting in just a few devs. That's great for Apple, and crummy for almost everyone else."

There is a lot of time between now and the just-announced WWDC '08 event (and plenty of speculation as well), and Apple could send out second letters to many of these "on hold" developers to officially let them into the program. Still, a letter like this complicates the decision to begin or continue developing an iPhone application. Apple could certainly do better by its third-party community and being clearer about acceptance, rejection, or how the company is proceeding with this program.