Apple's Apt App Language & Why It's the Apple of Our Eyes

Apple recently released a revised set of guidelines for apps sold in its App Store for use on iPhones, the iPod Touch, and iPads. As opposed to the mind-numbing legalese that would likely have been used by the Intels and Microsofts of the world, Apple's approach was entertaining and engaging.

For example, Apple writes that “We have over 250,000 apps in the App Store. We don’t need any more Fart apps. If your app doesn’t do something useful or provide some form of lasting entertainment, it may not be accepted.”

How many S&P 500 companies have ever used the word "fart" in any public document?

The Apple guidelines go on to state that “We will reject apps for any content or behaviour that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, I’ll know it when I see it. And we think that you will also know it when you cross it."

Apple is winning because the company does indeed think different. Or perhaps it's simply that the company thinks.