Google Eliminating Substandard Android Applications From Play Store to Enhance User Engagement
Starting from August 31, Google has initiated the process of eliminating specific Android applications from its Play Store, with the aim of offering “a consistent, responsive, and captivating user interaction.” This action is part of the latest revised spam and essential functionality protocol. The implication of this move may impact developers.
Applications exhibiting “restricted functionality and content,” such as those lacking unique app features, will be delisted. This includes apps limited to text-only or PDF files and those with insufficient content that fails to create an engaging user journey, such as standalone wallpaper apps, as per the guidelines.
Google is also excluding apps with malfunctioning features, like apps that “crash, freeze, unexpectedly close, or exhibit irregular behavior.” This category comprises apps that:
- Fail to install.
- Install but do not load.
- Load but remain unresponsive.
The company has refrained from providing further insights into this decision.
Narrower Boundaries for Developers
According to Andrew Cornwall, a senior analyst at Forrester, the App Store on iOS by Apple has traditionally rejected apps not meeting quality criteria. Conversely, Google allowed developers to introduce a broader range of apps. This broader offering of apps favored Google by providing users with more choices.
Cornwall mentioned that numerous developers initially released test apps of low value on Google Play. He expressed, “However, the intention of the developer was not to have the app downloaded by anyone.”
He elaborated on instances where individuals utilized free app-building tools to generate apps serving only as promotional material for services. Cornwall highlighted, “These app creators often resorted to app store optimization tactics to bolster downloads, consequently leading to a subpar user encounter.” For instance, “users encountered promotional content instead of apps addressing their needs while searching,” Cornwall stated.
Another prevalent scenario involved authors launching books as apps on Google Play, employing app acquisitions as a payment mechanism, Cornwall highlighted.
“Ideally, these should have been released as e-books rather than apps,” Cornwall suggested.
Does this transition influence security?
As emphasized by Cornwall, the policy amendment does not have a substantial impact on security. Its primary focus is on ameliorating user experience.
“This policy revision might disqualify certain single-page apps only serving as adware or imitating login processes of other apps without offering any additional functionality,” he articulated. “However, such apps would also violate the Privacy, Deception, and Abuse policy anyways.”
He further highlighted that Google has updated the Play Console Requirements to ensure financial products, health, VPN, and government apps originate from registered entities rather than individual developers. This measure aims to prevent users from divulging sensitive data to an untrusted source.
Another forthcoming policy change that incorporates audio into Google’s Manipulated Media clause under the Privacy, Deception, and Abuse policy is more about evading potential legal entanglements than ensuring end-user security, he mentioned.
Prior Actions to Counter Play Store Breaches
This instance does not mark the initial instance where Google has overseen apps featured on its Play Store.
In 2023, the technological behemoth prevented 2.28 million apps breaching its policies from being circulated on the Play Store, as disclosed in a Google blog released last April. Google highlighted enhancements in “novel and enhanced security attributes, policy modifications, and sophisticated machine learning and app evaluation processes” as the steps it undertook.
Moreover, Google mentioned fortifying its developer induction and assessment procedures, mandating additional identity information during the initial setup of Play accounts. Through investments in review mechanisms and processes, it could identify malicious entities and deceitful networks more effectively, wrote the company. Consequently, 333,000 “dishonest” accounts were barred from Play for violations, encompassing instances of “confirmed malware and repeat grave policy breaches.”
Additionally, Google indicated refining the privacy stance of over 31 SDKs impacting above 790,000 apps by collaborating with software development kit providers to restrict sensitive data access and sharing.
The Implication for Users
The renewed minimum functionality policy from Google endeavors to exclude these low-value apps from Google Play, reminiscent of Apple’s practices on the App Store, Cornwall pointed out.
“Users are unlikely to observe significant changes, except for enhanced search results,” he elucidated.
“Regarding book publishers, they may need to secure an alternative payment or distribution avenue,” he remarked. “Spammers will look for other inexpensive avenues. App developers can leverage Google Play’s internal testing features.”
By revising the spam and minimum functionality policy, Google will effectively eradicate copious spam from Google Play, Cornwall concluded.
“This is a favorable development for users, who will discover valuable apps more promptly,” he exclaimed. “Genuine developers need not fret. For those aspiring to launch the next ‘I Am Rich’ app and retire on its revenue, the app must deliver compelling functionality first.”
Google furnishes an extensive array of guidelines to support developers in having their apps listed on Play.
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