App Store Confidential

Tom Sadowski was responsible for the App Store in Germany, Austria, and Switzerland from 2014 to 2019, and in his book “App Store Confidential” he provides a look behind the scenes. According to this Verge article, he’s had a falling-out with Apple, and Apple is trying to block publication of the book. The book is still available on Amazon, but only in German.

As the workings of the App Store are of crucial interest to developers, I read through it from a developer’s perspective and noted what I learned – interesting, but nothing that I think Apple should be blocking the book for. I grew up in the German-speaking part of Switzerland; for those who don’t know German, I’ve provided approximate Kindle locations below, so you can use e.g. Google Translate for more detail.

App Store Teams

For each country there are business managers and editors who are dealing with the customers as well as the developers in their region [loc 596]. The editors curate the App Store, and don’t just suggest apps, but also intend to shape the app culture.

The Discovery tab is refreshed at least twice weekly, presenting users with the most relevant, popular, and best monetizing apps [loc 609].

While the editors are working more in the background, the business managers talk with and advise developers in key accounts [loc 623]. The key accounts are based on top grossing (if you’re in the top 20, you can be sure you’re on Apple’s radar), strategic (accounts that have regional significance) [loc 638], and startups (where they’re looking at long-term monetizing potential) [loc 658].

Project Berghain

In 2016 he set up a program to help startups in Germany; in 2018 they launched Project Berghain [loc 941], where they evaluated over 300 apps, asked more questions of 20 apps, invited 10 apps to pitch-meetings in Berlin, and then decided on 5 apps that they were going to support [loc 954]. The apps were all based on subscriptions, had an innovative product, and a strong team.

Success Factors

Products, people, and passion: The **product** needs to be so good that it enriches the user’s life, and the user is willing to pay for it [loc 1034]. The **people** need to include a UI expert, a programmer, and a sales person [loc 1045], and need to have **passion** for their product.

Advertising comes last: the product needs to be convincing, otherwise marketing is not going to help [loc 1072].

For subscriptions to be successful, they need to enrich people’s lives, and convert users into paying customers [loc 1133].

How to Get Featured

Different factors help an app get featured [loc 1184]: quality, UI design, user experience, innovation, localization (the more languages, the better, as editors can then suggest the app worldwide), video and cool artwork.

To get in touch with App Store team, he suggests having somebody who is already in touch with the App Store team recommend you [loc 1240]. Keep emails short, add a short video that introduces the app, don’t mention money or other apps [loc 1256]. Possibly ask for a personal meeting. And if Apple contacts you, provide the asked for material quickly and without questions [loc 1261].


The book also includes anecdotes about Tim Cook visits, personal and app stories, and more on where he thinks the App Store is going. If you’re dealing with the App Store, you should find a way to read it, as you’ll come at it from a different perspective and notice details that were not important to me.