Apple updated its App Review Guidelines in June 2026 to warn developers that existing apps may be removed from the App Store if they are not “updated, improved, or attracting customers.” The change, released alongside the company’s Worldwide Developer Conference (WWDC), marks a significant shift from Apple’s previous stance of simply rejecting new submissions in overcrowded categories.
The updated guidelines caution developers against “opportunistically creating variants of existing app categories or popular apps.” The list of affected categories has expanded beyond the previously flagged dating, flashlight, and fortune-telling apps to now include wallpaper apps, simple timers, and sound effects. Apple stated that these categories are “well established on the App Store” and that new submissions will no longer be accepted unless they offer a “meaningfully different or improved” experience.
Apple also singled out drinking games, Kama Sutra, fart, and burp apps, labeling them “low-quality,” “mediocre,” and “low-effort.” Developers who repeatedly submit such apps risk losing access to the Apple Developer Program entirely.
The previous version of the guidelines had taken a lighter touch, warning developers not to pile onto saturated categories but stopping short of threatening removal of apps already on the platform.
Apple framed the move as part of a broader effort to improve app discovery on the App Store. At WWDC, the company also introduced personalized app recommendations and merchandising tools aimed at helping developers grow their businesses and re-engage existing users. Removing low-quality apps could reduce clutter on the platform, which may make it easier for higher-effort apps to be discovered by users.
Source: TechCrunch