Apple surprised iPhone users with a next

Apple fans who were waiting for an iPhone 12 unveiling at the Apple Event today may be a little disappointed. But, Apple gave them a treat to hold them over instead: an announcement that iOS 14 is being released tomorrow.

Surprise! Sounds great! Unless, that is, you are an iPhone app developer. They’re pretty pissed.

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“I think a lot of developers won’t be sleeping tonight or will instead just give up and opt to release [their app] when they want to, instead of alongside the new OS,” said iOS developer Shihab Mehboobin a message. “Apple has seemingly out of the blue decided to surprise developers with no real warning or care.”

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Shihab explained how he was one of the lucky developers. He just happened to finish up his app, an iOS product for Twitter, in time for the surprise iOS 14 release tomorrow.

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However, even with his end of the app development process locked up, that doesn’t mean he can kick up his feet for the night. The last-minute rush is proving to be an issue. Shihab still has to get his app through Apple’s review process. He's not alone. It looks to be causing issues for other developers looking to submit their app to Apple.

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“Without advance warning like this, nothing is ready,” a developer at High Caffeine Content, Steve Troughton-Smith, told me. “Developers aren’t ready, the App Store isn’t ready, and everybody is rushing to react instead of having the chance to finish their apps properly.”

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Steve ran through the normal iOS release process with me. Apple usually gives third-party app developers a heads up of about a week before the official public release of a new iOS. The company puts out a “Golden Master” copy of the new iOS and Xcode developer tool before the latest operating system is officially released to the public. This gives iPhone app developers the time they need to make sure the apps they’ve been building for the beta releases of the new iOS actually work on the final version. Sometimes there are critical bugs that are only revealed or could only be fixed at this point in the process.

The extra time can also be used to add new features for any new devices announced at the Apple Event. Apple’s approval process for apps also takes some time, so developers have that week to make sure they submit in time to guarantee their work will be in the App Store for the iOS release.

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“Gone are the hopes of being on the store by the time users install the new iOS 14 and are looking for new apps. Gone is the chance to get some last-minute fixes into your existing apps to make sure they don’t stop working outright by the time users get to upgrade their OS,” explained Steve.

“There are some developers who have spent all summer working on something new, using the latest technologies, hoping to be there on day one and participate in the excitement (and press coverage) of the new iOS,” he continued. “For many of them, they’ll be incredibly upset to have it end like this instead of a triumphant launch, and it can dramatically decrease the amount of coverage or sales they receive.” We've reached out to Apple for comment on the process this time around.

Some developers have tried to look on the bright side and put a positive spin on things. There will be no mad rush to get their app out in time for the release, explained one iOS developer in a post on Twitter.

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But, when it comes down to it, there are many developers who do look at iOS release days. It’s a once-a-year opportunity where the most possible eyes — users, press, investors — will be scouting the App Store for new releases and apps that fully take advantage of the latest iOS’ newest features.

“Developers have less than 24 hours to finish building their new app, submit it via the newly released Xcode version which could be a slow download, and pray that it passes through App Store review, all within a timeframe that seems almost impossible,” explained Shihab.

“It’s a difficult position to be put in, but I guess there’s no motivation like last-minute pressure.”