A senior Apple executive has claimed that Apple's runaway hit the App Store has the potential to make anyone a iPhone developer.
With over 100,000 applications available, Phil Schiller, Apple's senior vice president of Worldwide Product Marketing and a member of Apple's Executive Team spoke with The New York Times over the weekend.
The newspaper reveals Schiller's comments "ascend into giddy registers" when speaking about the potential unleashed by Apple's App Store.
"I absolutely think this is the future of great software development and distribution. The idea that anyone, all the way from an individual to a large company, can create software that is innovative and be carried around in a customer's pocket is just exploding. It's a breakthrough, and that is the future, and every software developer sees it."
Schiller also spoke candidly about the Apple iTunes App Store review and approval process, which many have cited as being problematic, with applications delayed or rejected, and little in the way of feedback from Apple during the submission period.
"I think, by and large, we do a very good job there. Sometimes we make a judgment call both ways, that people give us feedback on, either rejecting something that perhaps on second consideration shouldn't be, or accepting something that on second consideration shouldn't be."
Apple receives more than 10,000 application submissions each week.
Schiller also revealed bugs or glitches in the coding was the most common issue delaying the App Store approval process, and not some conspiracy to keep certain developers or applications out in the cold, despite criticism from some developers.
"We care deeply about the feedback, both good and bad. While there are some complaints, they are just a small fraction of what happens in the process."
"Our goal is very simple: We want to have the best platform for applications that there has ever been on any product. We know we're not perfect, but we know we're better than anything else that has been and we want to keep improving it."
Additionally, Schiller revealed to The New York Times his favourite iPhone applications including music discovery application Shazam, the CNN news application, sports news focused MLB.com at Bat, NBA Game Time and ESPN ScoreCenter, games Eliminate and geoDefense and Best Camera, a photography effects and filters application.
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