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Table 1 Review guidelines for new applications on Apple’s App Store and Google Play

From: Platform heterogeneity, platform governance and complementors’ product performance: an empirical study of the mobile application industry

Guideline Apple's App Store Google Play
Mechanism Mainly ex ante review Mainly ex post review
Ex ante review method Manual review Automated review
(Randomly by manual review)
Ex post review method Consumer complaints Consumer complaints
Time period 1–4 Weeks 1–2 Days
Focus The design of application icons and interfaces;
copyright of functions;
ad-Placement, payment and log-in compliance;
content validity and ratings
Content validity and ratings
The features of approved applications Simple to operate;
elegant design;
creative functions
No obvious illegal content revealed by scans