Apple now tightens its App Store Review Guidelines to curb apps that add little value. The update follows a WWDC remark that developers submit more than 1,000 apps every hour, a surge that strains Apple’s review team. The company insists it processes 90% of submissions within 48 hours and maintains efficiency through automation and AI.

Apple’s new rule, codified in section 4.3(b), bars submissions that mimic existing offerings, labeling them as mediocrity that degrades discovery. The guidelines explicitly name low‑effort categories—dating, flashlight, wallpaper, fortune‑telling—and warn that repeated offenders may face removal from the Apple Developer Program for developers and users who rely on high‑quality apps to find value within the store.

Apple also tightened rules on user‑generated content and Live Activities to prevent spam, phishing, or unsolicited messages. The company maintains that its review team processes over 200,000 submissions weekly, averaging 1.5 days, with AI assisting humans. These measures aim to protect consumer trust amid a growing flood of low‑quality apps for developers and consumers alike.

By tightening the guidelines, Apple signals that quantity can no longer trump quality. Developers must now deliver distinct, value‑adding experiences or risk removal from the store. Consumers can expect a cleaner ecosystem where apps are vetted for genuine innovation rather than repackaged convenience. The move underscores Apple’s ongoing focus on platform integrity for the global