Apple has been around since the late 1970's and is, as we know, a very successful company. Both its name and logo have become a household name and anyone from today's young generation knows it instantly as the maker of iPods, iPhones and iPads. Most of us love the iProducts but Apple is not without its harsh critics who berate the company for its so called "restrictiveness". So will Apple's restrictiveness hurt it in the long run?

When it comes to its iPhone, it is true to say that Apple does have a very strict developer policy, for example, their apps they have to be made with Apple- approved languages. Of course Apple has every right to have rules surrounding Apps development under the Apple branding but some critics say that these rules are so stringent that there is not enough room for developer innovation and there is way too much 'censorship'. They did announce an ease on restrictions on apps late in 2010 but some say the rules are still unclear and that even Apple doesn't know what it wants in its store. Others blog that all this pre-testing makes for slow additions to its store. Apple's response to its criticism is that it requires developer policy to maintain its high level of quality of apps in its store.

Many consumers agree with Apple itself saying it is justified in its policies and means they have confidence in the apps they buy. Apple's own Apps store is set to have up to a half million Apps in 2011, which is phenomenal. Protection and high levels of quality assurance aside, some experts think that the restrictions will indeed hurt the iPhone because innovation at important levels can and are being inhibited. In 2010, Apple was just pipped by Android in its sales of smartphones. Apple iPhone sales are however expected to rocket on the back of its recent Verizon deal.

Criticism is also leveled at Apple by publishers who claim some difficulties relating to and working with Apple compared with other brands saying that Apple could loosen up a little on all of its many rules. Perhaps its deal with Verizon is Apple beginning to do that very thing? iPhone sales are expected to rise on the back of this latest deal.

So will Apple's restrictiveness hurt in the long run? I predict not. This is a smart company which knows exactly what the consumer wants and delivers a great product. The mobile marketing industry watches Apple closely for consumer trends and to see what its target audience is buying. I suggest there is plenty of room for Apple in the marketplace!