In the early days of iPhone’s App Store, developers were scared to talk to journalists and bloggers about their apps before release – due to fears that Apple might blackball them from the App Store. That’s certainly changed now – an increasingly common tactic for companies whose apps might fall foul of Apple’s approvals process is to cannily promote them with blog posts and YouTube videos before they’re even submitted. Spotify and RealNetworks have both done it in recent weeks with their iPhone music apps. The thinking: building buzz before submission might not force Apple to approve them, but it will certainly ensure any rejection will become more of a public controversy.

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