Verizon's getting very keen on entering the app store industry, but not without some rough decrees to its smartphone partners. According to GigaOm, VP Partner Management Ryan Hughes said in an interview Friday that its VZW-branded shop will house content from all the major platforms under one roof, with purchases being billed through the customer's Verizon account and not requiring a separate signup / credit card entry. Convenient for consumers, and devs are also being promised a more streamlined approval process and a "competitive" revenue-sharing program, but here's where things take a turn for the worse: according to Hughes, non-VZW app stores like BlackBerry App World or Windows Mobile Marketplace won't be bundled with the smartphones out of the box, meaning consumers will have to take the initiative to download those portals for themselves. An incredibly jerk move, and an extra burden on developers who'll be having to submit two approval applications if they want inclusion on Verizon's own store. Of course, that large subscriber base is the reason it can get away with it, but let's hope we hear some better justifications other than "because we can" when the full details are rolled out at the Verizon Developer Community Conference on July 28th.

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Verizon to its smartphones: thou shalt have no other app store before mine