After rejections, one Apple executive is trying hard to win customers -- and developers -- back

Apple's app store practices have bordered on schizophrenia, with it frequently accepting applications only to later reject them and rejecting others only to later accept them. Worse yet, frequently rejections seem to follow no consistent pattern, with some apps being rejected for containing some sort of forbidden content, while others with that same content get accepted.

These inconsistencies have led to customers growing dissatisfied with the iPhone -- or in some cases even leaving it. They have also led to a growing discontent among developers, some of whom have also jumped ship. And it has even brought down a government investigation concerning Apple's role in rejecting the Google Voice app.

However, there is one man who hopes to fix the system. Apple’s Senior Vice President of Worldwide Product Marketing Phil Schiller is trying to right the iPhone App Store and is personally taking a hand in trying to win back customers, developers, and placate government investigators.