Phil Schiller, senior vice president of worldwide marketing at Apple Inc., speaks at an Apple event at the Steve Jobs Theater at Apple Park on September 12, 2018 in Cupertino, California. 

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In an inside look at Apple, CNBC has learned from people familiar with the process how the company reviews and approves apps and other iPhone software.

The app review process has grown in importance as Apple increasingly emphasizes its App Store services as a source of revenue and iPhone security as a key selling point.

In addition, Apple’s platform is drawing new scrutiny as politicians and regulators take a more skeptical look at the power of big tech companies. In the United States, presidential candidate Elizabeth Warren says that Apple competes with the apps on its own platform. Spotify, the streaming music service that competes with Apple Music, has filed a competition complaint with the EU. And Apple’s own developers for years have chafed under App Review’s sometimes arbitrary rejections and
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