Apple says it may remove some apps from the App Store if they don’t attract users

Apple is warning developers that some of their apps may not be able to connect to the App Store forever. In its newly updated app review guidelines released this week, the tech giant said it may begin removing apps in some well-established categories if they are not “updated, improved or engaging with customers.” This represents a major shift on the part of Apple, which had previously simply rejected copycat apps or those in saturated categories.

Previously, Apple’s guidelines had warned developers not to rely on categories that already contain too many apps. The line read, somewhat humorously, as follows: “The App Store has enough farting, burping, flashlight, fortune-telling, dating, drinking games, Kama Sutra apps, etc. already. We will reject these apps unless they provide a unique, high-quality experience.”

The updated text, released in conjunction with Apple’s Worldwide Developers Conference (WWDC), warns developers against “creating opportunistic variants of existing app classes or popular apps.” The list now includes background apps, simple timers, and sound effects, as well as dating apps, a flashlight, and fortune-telling apps.

“We may remove these apps from the App Store going forward if they are not updated, improved, or attract customers,” the guidelines state.

Apple explained that these apps are “well-established in the App Store,” and submissions will not be accepted unless they provide a “meaningfully different or improved” experience.

This change comes as Apple focuses on improving app discovery through its App Store. At WWDC, the company introduced personalized app recommendations and promotion tools to help developers grow their business and re-engage existing users. Removing low-quality apps can help the App Store reduce clutter, making it easier for developers who put in the effort to get their apps discovered.

Additionally, Apple described apps such as drinking games, the Kama Sutra, and fart and burping apps as “low quality,” “average” and “low effort,” warning that developers who submit such apps too frequently could lose access to Apple’s entire developer program.