So here’s the deal. Our world is changing by the second. More and more of us are relying on our mobile devices and apps to get things done and manage our lives. One of the major culprits? Technology. It’s making our lives change and move even faster.

It has a lot to do with that Silicon Valley giant that started this whole smart phone thing. That’s right, I’m talking about none other than Apple. Today, you can download more than a million apps from the App Store and similar amounts from competitors like Google Play. Great for the consumer, but there’s a glitch that’s wreaking havoc on the developer community that is working hard to churn these apps for folks like your mom and dad. These apps don’t just improve or become more efficient on their own. Developers are working round the clock to bring new features and fix bugs. They’re constantly striving to make sure that people who use these apps continue to use them and are happy with their experience.

The glitch I’m referring to is the ridiculous amount of time it takes for Apple to approve new apps and changes to any existing apps. The average is 5 days (if you’re lucky) before your app is approved (or refused) to be published and downloadable by its eager users. Companies are forced to resynch their marketing and sales efforts to accommodate these delays. And as a developer, what if you miss a bug? You react immediately, work hard to track it down, fix it, get a new build ready in minutes….all to get a ticket and wait in line for 5 DAYS while people lose faith in your app and your reputation declines before your very eyes. Asking Apple to expedite the process as an exception is an option, but it feels like you are asking the world of them and usually doesn’t amount to a speedier process.

My wish is to have Apple speed up the apps review process to 2 days for new apps and 4 hours for app upgrades. It seems more than fair for a company like Apple who has a huge amount of resources and funds to get this done. Please join me in my request to have Apple expedite this frustrating process and strengthen its rapport with the developer community - an undeniably integral part of their apps business.