Getting an iPhone application developed and then rejected can be a blow for everyone.
A lot of work goes into making applications suit both the needs of the client and the end user, so you can imagine the disappointment that can ensue when Apple makes judgements that do not fit in to everyone's agenda.
To a large extent, it is understandable - Apple wants apps that are functional, robust, worthy and, above all, safe in all ways.
Pure self-advertizing is not something, Apple feels, that is useful to anyone.
Amongst the apparent controversy, however, is the notion that Apple is getting less harsh in it's review process.
Furthermore there are clues as to why it accepts or rejects apps.
All is not good however, as the "relaxing" of rules relates to the tools that developers use.
This will make it possible to develop (and have accepted) apps that are made initially via other platforms.
Content is still an issue.
Apple says this will "give developers the flexibility they want, while preserving the security we need".
Encouragingly, they are also producing guidelines that we can refer to when developing apps for clients.
This will demystify some of the process and hopefully lead to a better understanding of the application and review process and therefore allow greater flexibility and focus on developing useful and creative apps.
Much of this comes hot on the heels, quite naturally, of the development of the Android platform by Google.
Apple now has a credible, expanding opponent and needs to avoid mass emigration of app developers (and app users) for their iPhone and iPad.