Chris Stevens at Fast Company has written about the harrowing ordeal of being a small time developer in the big time App Store. It's nothing new, but it's something that hasn't been in the headlines for a while.

It’s this label “gold rush” that has been most often applied to the App Store. The potential for success, and risk of failure, is so great that in many ways the App Store has provoked a gold rush among developers. Although the successes are spectacular, the failures are apocalyptic. The mainstream press focuses on the glorious few and gives very little attention to the money being lost on the App Store--a problem compounded by the embarrassed silence of those struggling to turn a profit on their work. In a climate where approximately 540 apps are submitted for review every day, it’s easy to see why the Appillionaires are an exclusive and rare breed.

Knowing to get in on the ground floor was probably the first big gamble. Now it's trying to get noticed among hundreds of thousands of other apps and dozens of existing, entrenched competitors. Can you just make a better looking Twitter client, a more adorable and addictive casual game, or an easier way to share photos with filters and bank on success, or will there always be the element of a crap shoot?

Years ago we talked about the idea of a premium App Store to encourage big companies and game houses to invest in iOS and get higher prices in return, but what about the small, indie developers, the next great innovators in the making? Could Apple revamp the App Store format to give them a better chance as well?

Source: Fast Company