Apple updated its App Store review guidelines this week, adding stricter language regarding low-quality apps.
Spam Rule 4.3 already banned overly simple apps in saturated categories, but Apple now includes language stating that low-effort apps can be removed from the App Store. According to Apple, apps in oversaturated categories that are not updated, improved, or attracting customers may be removed.
Application Guideline 4.3(b) New language:
Do not submit applications that are indistinguishable from those already widely available. Opportunistically creating variations of existing app categories or popular apps degrades App Store discoverability, reduces overall app quality, and harms both users and developers. Certain types of apps, such as dating, flashlights, sound effects, wallpapers, simple timers and divination, are well established on the App Store and we will not accept new submissions unless they offer a significantly different or improved experience. We may remove these apps from the App Store in the future if they are not updated, improved, or attract customers. Other types of apps, such as drinking games, Kama Sutra, fart and burp apps, are mediocre, low quality, or require little effort and add no value to the App Store. Repeated submissions of this type may result in removal from the Apple Developer Program.
Application Guideline 4.3(b) Old language:
Also avoid piling yourself into an already saturated category; The App Store already has enough apps for farting, burping, flashlights, divination, dating, drinking games and Kama Sutra, etc. We will reject these apps unless they provide a unique, high-quality experience. Spamming the store may result in your removal from the Apple Developer Program.
Apple says it won’t approve dating, flashlight, sound effects, wallpaper, simple timer and divination apps unless they are significantly different from existing apps. Apple says fart, burp, Kama Sutra and drinking game apps are “poor, low quality or low effort” and add no value to the ‌App Store‌. Repeated application submissions of this type may result in removal from the Developer Program.
The wording of spam apps is clearer than before, and it appears Apple will approve fewer apps in saturated categories and might even clean up some cluttered apps that aren’t generating any interest.
Apple also added new details to its Rule 1.2 on apps with user-generated content, which is a guideline that has seen Apple threaten to remove apps like Grok from the ‌App Store‌. Apple now makes it clear that app developers are responsible for removing content that violates App Store guidelines, such as pornographic content.
It is your responsibility to remove content that violates these guidelines, your terms of service, or your community standards. If we find such content, we will ask you to remove it and provide you with a plan to improve your compliance with this guideline. Depending on your response, your app may be removed from the App Store until you can demonstrate improvements that make your app compliant. Egregious or repeated behavior is grounds for immediate removal of your app from the App Store and Apple Developer Program.
Apps that do not have a compliance plan to address content violations could be removed from the ‌App Store‌.
The latest change to Apple’s guidelines (4.5.3) prohibits app developers from using Live Activities to spam, phish, or send unsolicited messages to customers.
Full ‌App Store‌ review guidelines are available on Apple’s website.
