Apple has updated its App Store Review Guidelines with new language-targeted apps that it says “do not add value to the App Store.” Here are the details.
Apple expands App Store anti-spam rules
during yesterday WWDC KeynoteApple CEO Tim Cook mentioned that “developers are creating more apps than ever, with more than 1,000 submissions to the App Store every hour.”
Cook’s comments were intended to highlight how vibrant the App Store continues to be, especially at a time when the barrier to entry for app development has never been lower.
The problem is that a low barrier to entry is a double-edged sword. While AI-assisted development tools have helped more people turn ideas into applications, they have also made it easier to mass produce software that requires little effort.
In view of this, last November, updated apple its App Review Guidelines with multiple new rules, including one that cracks down on “copycat apps.”
Then, just a few months ago, The information reported that the App Store had seen an 84% increase in new apps, an increase that seemed to put additional pressure on Apple’s app review team. Apple questioned the latter:
An Apple spokesperson denied that review times are getting longer. Apple said the app review team processes 90% of submissions within 48 hours. And over the past 12 weeks, the team has processed more than 200,000 application submissions per week, with an average review time of 1.5 days. The spokesperson also said that while a human has to review each application submission, the company is increasingly using artificial intelligence tools to assist in the process.
That said, Apple recently updated (via MacRumors) section 4.3(b) of the Application Review Guidelines, with even stricter rules to curb the submission of “mediocre, low-quality, or low-effort” applications. The updated rule states:
Do not submit applications that are indistinguishable from those already widely available. Opportunistically creating variants of existing app categories or popular apps degrades App Store discovery, reduces overall app quality, and harms both users and developers. Certain types of apps, such as quotes, flashlight, sound effects, wallpapers, simple timers, and fortune telling, are well established in 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, farting and burping apps, are mediocre, low quality, or require little effort and add no value to the App Store. Repeat submissions of this type may result in removal from the Apple Developer Program.
The updated guidelines also added new language about apps with user-generated content (guideline 1.2) and about using live activities to send spam, phishing attempts, or unsolicited messages (guideline 4.5.3).
To read the updated App Store review guidelines, follow this link.
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