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Let me be clear about this from the get-go: I think Apple's censorship policies are wrong and they have no grounds to be policing adult content within apps on the app store. Apple's power to set content policy over apps is absolutely fueled first and foremost by internal policy that goes back to Steve Jobs. After that, they're beholden to payment processors wanting to distance themselves from porn. Finally, there's lawmakers and policy that influence them as well. I think these are the 3 things that shape their policy decisions, in order.

What happens when you submit an App to the App Store?

You compile an app and submit it to the app store, and it proceeds through an automated and manual process to review your app to ensure it meets Apple's standards. Apple's standards are 1) non-malicious, functioning programs, and 2) programs that adhere to the App Store's review guidelines that cannot be asserted in the same way a program can. These guidelines are judged by a human being assigned to your app during the review process. The review process used to be long, sometimes it would take weeks, but in recent years they've got it down to about 24 hours.

Now, there's a laundry list of things in those guidelines, but we're going to focus on adult content because that's the most relevant. If a reviewer runs your app and finds porn, your app is rejected and you're told to correct the problem.

What's Tumblr dealing with now?

In the case of Tumblr, this would be a reviewer going to search, typing in something like 'tits' and finding porn. Sometimes they would search something more innocuous like 'socks' (yeah, i know) and find porn. Sometimes they would search something completely innocent and find porn anyways. Tumblr would get rejected.

This happened regularly. I'd say once every 5 updates (every time Tumblr updates the iOS app, they have to re-submit the app for review). A reviewer would find porn, and respond by sending us the steps they followed to find it and a screenshot of the content. Tumblr staff would remove the porn, resubmit, the reviewer would find nothing, then approve the app. Once in a while Tumblr would get a really persistent reviewer. It would take a handful of porn scrubs and re-submissions before they'd finally green-light an update.

Sometimes, however, Tumblr would get a reviewer who flags tumblr for porn, and when Tumblr opened the rejection notice, the screenshot would be something completely not porn. I'm talking stuff like a woman in a bikini. Not even posing in a porny way. Something you'd see in like, a laser hair removal ad. In these cases, Tumblr would appeal the rejection, saying the content doesn't violate our policies (and to the best of our knowledge, Apple's) so we won't remove it.

In this case, the appeal gets bumped up to a developer support contact that would manage the appeal. Usually when it got there, the contact would look at the report and say "oh, yeah, that's not porn" and tell us to re-submit the app again. It then would usually be approved.

This process, I believe, is where the problem lies. Of course, the bigger picture is Apple's adult content policies, but the relationship between reviewer, developer support, and policymakers is completely fucking discordant. Since the review process is human, some reviewers interpret the guidelines more strict that others. Since the review process chooses a random reviewer, the review experience is random every time.

The developer support contact is not in direct contact with the reviewer and does not communicate with them in any way, other than the report they receive from the review (that Tumblr has too). The dev support contact also cannot tell Tumblr whether they'll pass review if they were to propose hypothetical changes to Tumblr.

Here's the kicker: your developer support contact will also, like the reviewer, not be consistent from case to case. They stick with you until your appeal is complete, but when you have to open a new case for a subsequent rejection, it's someone new. And every one of them had different answers to the same questions about policies regarding adult content.

I really don't think the people enforcing Apple's app store guidelines have a clear answer on what's porn and what's not, and they're left to decide on a case-by case basis. Apple is fucking massive, and it's a waterfall organization where orders come from the top down. If Tumblr gets rejected because a reviewer decided a woman in a bikini is pornographic, no one in Apple gives a shit. I bet no more than a handful of people in Apple right now are even aware of the situation with Tumblr, and just one person (the dev support contact) is deciding what Tumblr must do to resolve it and stay on the App store.

The 2018 porn ban

I was present for the 2018 app store fiasco and boy, it was mind boggling. The removal was legit since Apple had received a user-submitted report of CSAM, and by policy they immediately yank an app that contains such content. That was 100% understandable, and if I were in Apple's shoes, I too would remove an app that has CSAM in it. But what followed was a gauntlet of rigorous reviews over adult content in general. The app was rejected repeatedly until the infamous adult content ban was fully enacted.

While Tumblr was actively working on the ban, they were asking Apple for any sort of guidance on what would meet approval, because as you know it's impossible to scrub a UGC site of adult content. The answers we got were either vague or unhelpful. Tumblr had to just keep re-submitting over and over with a half-baked porn finding algorithm until it finally looked clean enough for Apple.

During this time, we'd be searching Twitter, Instagram, etc, for the same search terms that we were being rejected for, and finding lots and lots of porn. When the rep was asked if other apps went through the same rigamarole that Tumblr was going through, and why they had porn on their apps, the answers we got were "we can't discuss other apps" (of course) and "that shouldn't happen".

Now, I do not want to get conspiratorial about this because I genuinely don't think Apple has it out for Tumblr. What I do think is it's a combination of the discordant enforcement of policy, caused by the complete separation of policymaker, support, and reviewer. It's also less of a problem for other apps like Twitter, Instagram, etc because they have many, many more staff to deal with the problem. They have more staff to build and maintain porn-removing algorithms, and more staff to put out fires caused by App Store rejections.

A little part of me also wants to be cynical and say that since Instagram and Twitter are so big, they can get away with more than Tumblr can. Combine that with Tumblr's history of blatantly allowing porn up until the end of 2018. I can't prove it, of course, but if Tumblr has a reputation at Apple, it can't be a good one.

Apple's reputation amongst developers

As I mentioned I'm an iOS engineer. I talk to other iOS engineers all the time, not only at my current job but also in other places like Slack instances for iOS development. The iOS engineers at Tumblr did not like Apple's bullshit one bit, which is unsurprising. However, my experience thus far is the vast, vast majority of iOS engineers at other places feel the same way. Apple's review process is seen as an asinine hurdle you must clear. Their policies are not viewed in good light amongst iOS devs, though you'll have a mixed bag of sympathy over being rejected for some of them like the adult content one. It really depends if you've worked on any UGC apps on the app store. If you have, you get it.

Outside of adult content, though, the two other big ones that rub iOS devs the wrong way are the 30% cut Apple gets when devs get paid, and the completely arbitrary policy that Apps submitted to the app store must have a "clear purpose". I haven't talked to a single iOS dev who's been on the side of Apple in the Epic v Apple case over the 30% cut, and most of them are hoping for Apple to loosen up their control over the App Store (either voluntarily or by court order). The "clear purpose" policy means that reviewers can reject the app if they think it's useless, which is incredibly discouraging for new developers who are just trying to get out there with something simple. It also squelches creativity and reduces the field for more single-purpose apps.

Aside from App Store review guidelines, iOS developers also have to deal with ever-shifting technical guidelines that can be unclear, with deadlines that change or are vague as well. A good example of this was a recent change that required all Apps that were available on iPad to support split-screen multitasking. Not only did I get conflicting answers on what that means from Apple themselves and devs who were in contact with other Apple reps. No one knew if their iPad app would be yanked from the store, or if there was a way to opt out. This requirement forced many companies to scramble to update their iPad experience to meet this deadline, only for the requirement to be relaxed, and the deadline to be pushed back. Fun times, great use of dev hours.

The Apple fanboy you can picture when I say "Apple fanboy" is very unlikely to be an iOS developer. They probably just love Apple products and think that the company can do no wrong. The more Apple does to piss off their developers, the worse it's going to get for anyone who just wants to use an iPhone.

Anywho, that's Apple for you. Why am I still an iOS developer? I dunno, I got bills to pay. I think I know what Tumblr is working on to appease them. Don't expect this banned word list to last too long. The timing is awful, of course, since everyone on Apple is on vacation, and Tumblr is too. Have fun with the chaos for now. As always, don't take it out on staff. They're doing what they can.

Black Lives Matter

Last week we reacted with feeling. This week we’re channeling that feeling into fuel for action. 

The ongoing protests against police brutality are not just a response to the unnecessary deaths of a few. They are a response to 401 years of racism. The unequal treatment of BIPOC was built into the blueprint of the United States, and we still see the indirect and direct consequences of that fact. 

Tumblr has a moral obligation to our community to use this platform in a socially responsible manner. Staying silent about our solidarity with the police brutality protests last week was not an option. Simply spreading our message of solidarity without actionable follow-up this week was not an option, either. 

What Tumblr is doing

Diversity and inclusion will remain an ongoing open and honest conversation within our company. This week we have come together as an organization to make sure the necessary conversations are being held. Dialogue is great, but action is needed. 

Hate speech is not allowed on Tumblr. That sort of hateful rhetoric leads to violence. White supremacists, Nazis, and other purveyors of hate can fully fuck off. They are not welcome here. As we promised last month, hate speech will not go unchecked. If you see hate speech, report it to our Trust & Safety team. They will remove all content against our Community Guidelines.  

Tumblr is a platform. The small team of <200 employees behind Tumblr are people. People who are scared, hopeful, angry, sad, and impassioned. People who care. As individuals, many of us are marching, protesting, and donating. We wanted to share some of the places we’ve donated to over the last two weeks in the hopes that you’ll check them out yourselves:

Color of Change demands justice and equality for Black people in the United States.

Black Girls Smile is dedicated to providing young Black women with mental health resources.

Equal Justice Initiative works to end mass incarceration, excessive punishment, and racial inequality. 

Homeless Black Trans Woman Fund provides Black trans women in Atlanta with housing, food, and necessities.  

Our social advocacy team is seeking more activists to do Issue Times on issues that affect the Black community. So often, the best suggestions come from all of you. Let us know who you want to hear from. As always, we will read the reblogs from this post.

Our official Tumblr for all things social advocacy, @action​, will continue to reblog posts from the community on more ways to help support the protests. 

Ways we can all help

Over the years, the Tumblr community has solidified itself as being passionate advocates for social justice. Through your posts, group chats, and messages, you educate yourself and others. If you’re not Black, commit to being a better ally. Listen to the Black community. 

Last week @theblackoutofficial​ collected a nice list of resources here on Tumblr. You can stay further informed by following the Black Lives Matter, BLM, and protests tag.

There is a place for everyone in the Black Lives Matter movement. You may be unable to march or attend rallies, but that doesn’t mean you have to sit on the sidelines. You can pass out water, masks, and hand sanitizer if you can’t march. You can donate to a charity you believe in or give money to your local mutual aid organization. 

Contact your officials to encourage our communities to invest in areas we know can prevent crime before it even happens: youth services, education, adequate housing, trauma services, counseling, and restorative justice programs. You can use these easy pre-filled form emails for a number of cities.

Just yesterday, U.S. House and Senate leaders introduced the Justice in Policing Act of 2020. This legislation may work to hold police accountable for their actions. We’re watching the developments of this closely, and suggest you do, too. Call your senators and call your representatives to support this legislation. 

Are you an artist of any kind? Or do you just like art? There are tons of artists on Tumblr who are doing commission fundraisers for charities that have an impact on Black communities. Considering buying something or starting one yourself. 

Lastly: Vote!  

Hello! 

You might have noticed that the internet can be a difficult place to be right now between all the scary news and misinformation about said scary news. On one hand, it’s wise to stay informed, but being constantly bombarded with headlines is overwhelming for anyone. Especially for those of us who spend large chunks of time online. It probably goes without saying that all of us here working at Tumblr are extremely, painfully online now more than ever, just like many of you. Scouring the remote corners of the internet is our job, and if we’re being completely real, our lives. As anyone who is extremely online can tell you, nothing kicks up the anxiety like a particularly difficult news cycle, especially one that feels neverending. 

We didn’t solve the broad-sweeping problems of the world, but we did figure out how to steal a few much-needed moments of bliss. We’ve been coping with rough times by taking time to enjoy the softer, gentler spaces on the internet—the ones overflowing with adorable animal GIFs, beautiful plants, and cute comics. We thought, maybe, you’d like to join us. So we made something for you. For us, too:

@cozy

Think of this Tumblr as a weighted blanket for the soul. A corner of the internet that feels like a hug. Since we’re not ghouls, we’re not going to use it to promote a new feature or anything like that. We’ve just been coping by spending time down this cozy rabbit hole and wanted to extend the invite. The more the merrier, right? We could all use an escape every now and again. Especially now. 

Remember: Don’t panic. Keep yourself informed, but definitely limit your news intake if it’s affecting your well-being. Don’t listen to unverified misinformation (you can see more about that on our post from last week). Take care of yourself. Practice physical distancing. Keep washing your hands. Keep in mind your mental health is just as important as your physical health. 

Get your swiping fingers ready

There’s a brand new way to post pictures, videos, and Loops you make with the Tumblr camera. We made some tweaks to the existing camera features and even added a few new creative tools. The best part? It’s easier than ever to get there. All you have to do is swipe right on your dashboard while you’re in the app. We’ve conferred with the leading experts in science, math, and fingers and they all agreed this makes it 1250% times faster to get to the camera. Nearly unbelievable.

Upon swiping right, you’ll see a familiar button at the top of your screen that says “Normal.” There are three different modes to nab your content, and you can switch between them by tapping that button. “Normal” takes pictures and videos, “Stitch” allows you to take and string together a series of pictures or videos in one video file, and “Loop” creates a moving image that plays backward and forward in a, well, you know…a loop.

Some of the fun stuff that already existed just got a little facelift, some of it is brand new, and all of it is in your app right now (as long as you’re running version 15.4 or later of the Tumblr app).

What’s new?

Editing from your camera roll! Up until now, you could only use our newer filters on pictures and videos you took in the app. Now you can throw those puppies on photos and videos you’ve already saved to your phone.

You can draw! Tap that squiggle at the bottom of the screen after you take your picture, video, or Loop and find a whole new set of drawing tools. Tap the color wheel to open the color bar and choose your desired hue. You can get real nitty-gritty with how concentrated you want the color to be by pressing and holding on the color bar to bring up more detailed options. There’s an eraser tool, three different types of tips, and tapping that little dot all the way on the bottom left side of your screen reveals the ability to change the width of your lines.

What’s better?

Filters! Up until yesterday, you could only use one filter at a time. Now you can layer two on top of each other. Big change? Nah. Just better.

Ghost overlay! When you’re in Stitch mode and you want to line up consecutive shots for a seamless transition, just tap the ghost overlay icon for a ghostly frame to pop up in your camera’s view. The icon will be on the left side of your screen and kinda looks like a sandwich with a transparent piece of bread on top.

Adding text! The fonts are updated to match the fonts you can use in posts and you can add background colors to make them easier to read.

Stickers! Some stickers that were hardly used are gone, but all of the favorites remain. (We could never get rid of thicc corgi.) We added a few new ones, too. Just tap that smiley face pal at the bottom of your graphic.