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Are magic apps the next genre of iPhone and iPod Touch programs under harsh scrutiny by Apple? One major magic production house has recently dealt with extended delays and possible rejection in the approval process and another has decided to release theirs outside the App Store sandbox.

Although an undeniable cornucopia of mobile fun, the App Store has run into its share of controversy in the last month. Dictionaries and Google Voice applications have been rejected and removed, with developers up in arms over the unpredictable and many times contradictory approval process.

After announcing its imminent release, theory11 has waited nearly a month for approval of Chris Kenner’s Rising Card app. During that time Apple requested further information after they considered the method behind the effect a possible violation of their guidelines.

In response, theory11 CEO Jonathan Bayme told iTricks that magic relies on things that aren’t what they appear, Apple wrongly considers that “possible consumer confusion.”

He described the entire process:

As of now, we’ve had the app submitted for over a month – the app has been completed for over a month and a half – and we’re no closer to release than we were then. The first week or so was manageable, but at this point – it’s entering the realm of ridiculous. The latest update from our side is that Chris Kenner (creator of this app) called our representative at Apple from the David Copperfield tour in Australia late last night, and we are awaiting word back.

Hottrix iPhone and iPod touch magic - Download iBeer, iMunchies, and iSoda.jpgMeanwhile, Hottrix, the makers of top selling novelty apps including iBeer have opted to sell a new line of magic effects entitled “Premier Apps” directly from their website and outside of the App Store. Thanks to a new process, their new app iHypno (which they advertise as “too hot for app store”) downloads directly to your home screen without syncing through iTunes or jailbreaking.

It also solves the approval headache while giving magicians who purchase the effect something in their iPhone arsenal that won’t be listed amongst the other magic apps.

Both iHypno and theory11′s Rising Card utilize similar techniques in different points in the effect that Apple is currently considering a cause of “possible consumer confusion.” Bayme said that should Apple ultimately reject their app, they’d consider selling it outside of iTunes.

In the meantime, they will wait, however impatiently.

“They might think that they’re protecting against possible consumer confusion but in the meanwhile they’re causing definite merchant angst,” added Bayme.

  • http://www.aaronjones.com AaronJones

    I hope Apple understands these are special Apps for Magicians and the idea is to confuse people. Thought I can understand Apples's side, I just wish they would lighten up. I hope these magic apps do come out.

  • http://www.andrewfeemster.com/ Andrew

    Ahhh, I remember the good old days. When you wanted to learn magic u had to have passion, conviction and dedication. You had to spend hours reading books or studying a particular concept in order to breathe life into an effect. Now you just go on the internet, watch a YouTube video and there is a link on the page to learn the effect. I am not naive. I realize that these applications are mere toys and even learning an effect that comes with a DVD or digital download takes effort but frankly there is too much magic available to the general public these days. It really is disgusting. Brick and mortar magic shops are struggling to make a dime and these idiots online pitch junk purely for profit. Occasionally I see a great effect or good concept by iTricks, Penguin, Ellusionist or Theory 11 but for the most part they are crap. I won't even buy any of their effects because as a performer I don't want some ten year old seeing me perform and screaming, “You got that on Ellusionist. I have one too!” Selling Scotch&Soda to tourists doesn't seem so harmful anymore. Online dealers are profit mongrels and nothing more; selling plastic junk and “fresh” concepts to a non-suspecting public. The game has changed and thankfully I stick to the routines I have been performing for longer than these companies have been in business. I have a piece of information for all you youngsters. Turn off YouTube and put away mom’s credit card. Open a book! It might change your life because I know it will change your magic.

  • mfarney

    Andrew has a point. I have a friend who's trying to be a magician. He's been trying for years and still he can't call himself one. He does simple. old-fashioned tricks and people gasp whenever he does one. Using our phones to impress isn't magic. It's technology.
    ___________
    Mathew Farney – Web Hosting

  • mfarney

    Andrew has a point. I have a friend who's trying to be a magician. He's been trying for years and still he can't call himself one. He does simple. old-fashioned tricks and people gasp whenever he does one. Using our phones to impress isn't magic. It's technology.

    ___________

    Mathew Farney – Web Hosting