Apple has certainly shown us the potential of a closed app market. The benefits are clear and simple. The Apple app submission process assures security and some quality. However, the problems start when the approval behavior is determined by subjective reasoning.

A model that could solve skewed approvals would include something like a dual track submission process. The first track would allow a developer to opt-in for a “seal of approval” which would be awarded by the app hosting company after a strict approval process. A bank application, for example, would benefit from this seal since it guarantees security and authenticity.

The second track would allow developers to provide the application “freely” or at the user’s discretion. A less secure application, like a simple game, would benefit from this track since the app can be hosted anywhere.

Both track developers and companies would still benefit from brand awareness and similar selling factors. However, track two benefits from the “free market” theory which can potentially lead to innovative discoveries otherwise hindered from track one’s approval process.