Apple has made its App Store rules stricter by targeting apps that do not add real value for users. The updated policy was announced alongside the WWDC event and focuses on cutting spam, repeated apps, and low-quality submissions.
The move comes as Apple reported a sharp rise in developer activity, with more than 1,000 app submissions every hour. The company stated this shows strong interest in its platform while also increasing pressure on its app review system and quality checks.
The updated guideline 4.3(b) restricts apps that look too similar to existing ones or popular app types. Apple has asked developers not to release small changes to already available apps, saying this makes it harder for users to find useful apps and lowers overall quality.
The rules mention categories like dating apps, flashlights, sound apps, wallpapers, basic timers, and fortune-telling apps. Apple also said these will not be accepted unless they offer something clearly new or better.
The tech giant also pointed out low-effort apps such as drinking games, simple soundboards and novelty apps. Apple added that repeated uploads of similar apps may lead to removal from the Apple Developer Program.
Apple's stricter approach comes at a time when app submissions have increased sharply in recent times. The company earlier said it reviews over 200,000 apps every week, with most approvals completed within 48 hours. It also uses both human reviewers and AI tools to handle the volume.
A report from the information had confirmed new app listings rose by 84%, which added pressure on the review process. Apple, however, has denied any delays in its review timelines. The latest changes also build on rules introduced in November that targeted copycat apps, showing Apple’s wider effort to improve quality and control on the App Store.
Apple has also updated guidelines covering user-generated content and the misuse of Live Activities. The company has flagged risks linked to spam, phishing attempts and unsolicited messages, tightening enforcement around app behavior and communication features.
Apple conveyed the changes are aimed at improving app discovery by cutting down repeated and similar apps. The company believes stricter checks will help better-quality developers get more visibility in the App Store, which has become more crowded over time. Industry experts see this as part of Apple’s wider effort to update its ecosystem as AI tools make it easier to build apps quickly.
At the same time, there are concerns that stricter rules could affect small developers who create simple apps. Apple shares saw a small drop in recent trading sessions. However, market sentiment on tracking platforms remained mostly positive. The updated guidelines show one of Apple’s strongest moves in recent years to define what kind of apps are allowed on its platform.
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