Earlier today, Apple made some changes to the review process regarding the App Store. While the company made a handful of changes, the one standout focuses on game streaming services. However, at least one company is not thrilled with the new outlook.

Up until today, when Apple made the changes, video game streaming services were not allowed on the App Store. Now, technically, that’s no longer the case. Apple is more than happy to allow these services into the App Store, but they have to follow the rules. That includes submitting every single game available on the streaming service for independent review. These games must be submitted as separate apps, too, with landing pages, reviews, and what not all within the App Store.

The end result, based on Apple’s rules, is a “catalog”-style delivery system, which will link out to these individuals games.

The Verge got a comment from Microsoft, and it calls Apple’s implementation “a bad experience for customers”.

This remains a bad experience for customers. Gamers want to jump directly into a game from their curated catalog within one app just like they do with movies or songs, and not be forced to download over 100 apps to play individual games from the cloud. We’re committed to putting gamers at the center of everything we do, and providing a great experience is core to that mission.

Apple’s rule that each individual game within these services be available individually means they will all be subject to Apple’s 30% commission. That’s certainly something companies like Microsoft and Google and others are well aware of.

What’s more, the original report notes that Microsoft points out Netflix, and Hulu, and the other streaming services out there relying on video don’t have to follow the same rules. Apple has typically viewed interactive content differently than not, but games are ripe for in-app purchases while videos are not. Gaming remains one of the largest aspects of the App Store, and that’s not likely to change any time soon.

Apple is trying to extend an olive branch here, but there are plenty of thorns on that branch. Still, Microsoft isn’t completely ruling out the possibility that its xCloud streaming service could one day arrive on iOS. But, as it stands right now, Microsoft is clearly not happy about Apple’s new guidelines.

What do you think? Will Microsoft work within Apple’s guidelines to launch xCloud on iOS? Let us know in the comments.