Apple to purge low-engagement apps from App Store in policy shift
Wallpaper, novelty, and utility apps face removal if they fail to attract users, as Apple introduces new discovery tools at WWDC.
Apple has updated its App Review Guidelines to permit the removal of existing applications from the App Store if they are not regularly updated, improved, or failing to attract users. The policy change, announced alongside the company’s Worldwide Developer Conference (WWDC), marks a significant escalation from previous stances that primarily focused on rejecting new submissions in saturated markets.
The updated rules specifically target well-established categories including wallpaper, simple timers, sound effects, dating, and novelty applications. Apple’s guidelines now explicitly list these sectors, noting that submissions will no longer be accepted unless they offer a meaningfully different or improved experience. This move aims to reduce clutter and enhance app discovery for users and developers alike.
Previously, Apple’s guidelines cautioned developers against creating copycat apps in crowded categories, famously stating the store had enough fart, burp, flashlight, fortune telling, dating, drinking games, and Kama Sutra apps. The new text warns against opportunistically creating variants of existing categories, characterising low-effort apps as mediocre and low-quality.
Apple warned that developers who repeatedly submit low-quality apps may lose access to the Apple Developer Program entirely. This stricter enforcement is part of a broader strategy to improve app discovery, coinciding with the introduction of personalised app recommendations and new merchandising tools such as rich images and videos in product page headers.
The policy shift also includes new developer tools designed to support re-engagement strategies. These include multi-user in-app purchase options, allowing developers to sell subscriptions to larger groups, and a new Asset Library for organising marketing materials. Apple Games developers can also showcase special offers directly within the Apple Games app.
By removing stale titles, Apple intends to create a more curated environment where developers who are putting in the effort have a better chance of having their apps discovered. The changes reflect a focus on quality over quantity, aiming to ensure the App Store remains a valuable platform for both users and serious developers.
