Apple updates guidelines to remove low-quality apps from App Store

Apple has updated its App Review Guidelines this week, warning developers that it may remove apps from the App Store if they do not attract users. The updated guidelines, which were released alongside Apple’s Worldwide Developers Conference (WWDC), signal a shift in how the company manages its digital distribution platform. Previously, Apple’s terms stated that the company would reject copycat apps or those in saturated categories at the submission stage. Under the newly revised guidelines, however, the tech giant may actively remove existing apps if they are not updated, improved, or fail to attract customers.

The policy specifically targets saturated app categories that Apple has previously identified as cluttered. Apple, the tech giant, noted in its guidelines: “The App Store has enough fart, burp, flashlight, fortune telling, dating, drinking games, and Kama Sutra apps, etc. already. We will reject these apps unless they provide a unique, high-quality experience.” While the company will continue to reject new submissions in these categories unless they offer a unique, high-quality experience, the updated guidelines clarify that existing apps in these categories also risk removal going forward if they are not updated, improved, or do not attract customers.

In addition, developers who repeatedly submit low-quality apps may lose access to the Apple Developer Program entirely. To help developers navigate these changes, Apple told TechCrunch that its existing App Store Improvements process will continue to notify developers when their apps are out of date or are not being downloaded. This notice is intended to give developers an opportunity to improve their apps before they risk being removed from the platform. The stricter enforcement measures are designed to reduce clutter on the App Store and improve overall app discovery for users, making it easier for developers who put in the effort to have their apps discovered.

Why it matters

Apple is tightening its App Store quality standards to reduce clutter and improve discovery, signaling a stricter enforcement policy for developers who fail to maintain or update their apps.