People familiar with the matter say that apps uploaded to the Apple-run service via iTunes Connect have been given an absolut file size limit of 2GB that may prevent some developers from producing software with very large, integrated data sets. Apple doesn’t say whether the limit is technical or for other reasons.

For most other functions, however, the iPhone maker is said by those aware of the submission interface to be offering a significant amount of control over how and where apps are delivered.

A web-based portal lets developers manage a large number of business and store presentation elements. It also lets these creators set the compatibility of the app with the iPod touch, the global regions where program should be distributed, and even game content ratings that roughly match American and European standards, warning parents of particularly sexual or violent content during play.