Disclaimer- I have been an Apple user since my childhood. I have been using Macs exclusively since 2001, and I don’t plan on ever going back to Windows … ever.

After finally moving to the iPhone, I can now talk intelligently on the iTunes App Store, and more specifically tell your why it is not working.

The App Store is the antithesis of Apple. Apple is providing a platform, the iPhone, and allowing anyone to create software to run on the platform. The App Store represents the “Microsoft-ing” of the iPhone platform. This is exactly how Windows has been operating for decades. Since its inception Apple has been providing a limited product line-up, which they control from creation to retail, with a “we know how to innovate” attitude. This attitude is highlighted in this article where Steve Jobs admits that Apple doesn’t do market research, and essentially they could care less what their customers have to say. This attitude might not be the best, but many people are excited about the innovative products Apple creates. With the App Store, the control to innovate is being taken away from Apple and given to the masses.

There are many reasons why I enjoy living in Apple’s world, not least of which is I am tired of having to make so many decisions about electronics. People have too many important daily decisions to make about food, shelter, and transportation that they really don’t need to be deciding on which of 12 video cards they should buy. For example, I have been looking to buy an HDTV for the better part of 2 years. I know the specs, I have the cash, but there are too many choices, and the choices keep changing. It is too much for me to take. People say they want as many choices as possible, that they don’t want to be fenced in, and they want options. This, friends, is simply not true. People only say they want options so they can shift blame to the choices, and away from their ability to choose correctly. “I thought this was going to be the best HDTV, but there are too many choices; how was I supposed to know?” This mindset is more of a defense mechanism than a true ideological stance.

The Apps Store brings too many choices to the iPhone. To make matters worse, gathering information on all these apps to make an informed decision is practically impossible. Let’s try an experiment. Please search for a utilitarian app, something that serves a purpose and the iPhone is perfect for: a grocery list app. I’ll wait … for those of you without iPhones here is a screenshot of what you get.

In total there are 112 apps that come up when you search for “grocery list.” Admittedly, some of the apps are not relevant, but the majority of they are. How do I know which one is the best? Apple used to tell me what was the best, or at least there were only one or two options. Now Apple makes me wade through dozens of apps and go through a clunky download process to see if I will like the app. And because there are so many apps, I am always wondering, “Well is there another app that is a little better out there?” Now I have to think about which grocery store app to use, and not something more important, like feeding my dog – which I am sure there is an app for, but how do I know it is the best one for my dog and me? Will I ever know?

Now some of you might be thinking about the App Store approval process, where each app is carefully screened, and only the good ones make it. (Warning, from here on all links will open in iTunes) To that I would say, “Raspberries!” There is an app in the App Store called “Hold On.” It is an app that records how long you can hold down a button, and it now has multiplayer functionality via Bluetooth (no, seriously).

Really? This was rigorously approved? Come on … and let’s not even talk about all the flatulence apps. So in the spirit of offering solutions with my complaints, here is what I think should happen:

1) Apple should create more apps in-house. This will allow them to continue to innovate, and create better apps for their platform.

2) All apps should be $.99 or more. The free apps are the heaviest weight pulling Apple into the mud. If the application is good enough, people will buy it.

3) Focus apps to match the strengths of the iPhone, portability, multi-touch, accelerometer, geo-location, and the Internet. The iBeer app does not really leverage any of these strengths well.

In conclusion, Apple – please stop pandering to the masses. I know the revenue is nice, but you were already a successful company and the iPhone already has a HUGE profit margin. The iPhone has gotten you into more houses than ever, but is this really the company you want to be keeping? You are who you associate with, and I can’t see this going anywhere good. You have been warned …