Phil Schiller admits that App Store algorithm needs improvement

apple store
Wei-Te Wong (CC BY-SA 2.0)

When Apple rolled the App Store back in July of 2008, it completely and forever changed the way we interact with our smartphones. Indeed, the App Store launch helped kickstart the modern day smartphone revolution into overdrive.

Sure, the original iPhone - with its multitouch display and access to the full web - was undeniably revolutionary. But the App Store really opened up the door to so much more, from immersive gaming experiences to seemingly magical apps like Shazam. And so, the App Store quickly became a business entity of its own, spawning the name 'App Store economy' in the process.

But as the App Store exploded, coupled with Apple doling out billions upon billions of dollars to developers, Apple's online marketplace also became a place targeted by unscrupulous developers looking to make a quick buck via underhanded methods. Indeed, one of the more longstanding problems plaguing the App Store has been apps that are purposefully named to sound eerily similar to more popular titles, effectively tricking users into downloading them.

While the issue isn't as prevalent in the United States, it is a problem that affects users in App Stores in other countries. Indeed, some third party developers have recently been more vocal about misleading search results being returned by Apple's App Store algorithm.

Interestingly enough, one such tweet directed at Apple executive Phil Schiller yielded a response, with Schiller promising that he would look into it.

The full tweet exchange can be seen below.

For those who might reasonably think that Schiller's sole duties centered on advertising and marketing, remember that he was given an expanded role this past December when he assumed responsibility for all of Apple's app stores, including the Mac App Store and iOS App Store.

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