App multiple times rejected - 4.3.0 Design: Spam

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Created 2w

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Hello everyone,

I’m looking for some advice or shared experiences regarding an app rejection under App Store Review Guideline 4.3(b) – Design – Spam.

Our app was rejected and, after an appeal to the App Review Board, Apple maintained that the app “duplicates the content and functionality of similar apps in a saturated category.” We strongly disagree with this classification and are struggling to understand how Guideline 4.3(b) has been applied in our case.

The app was developed as an original product:

Custom-designed content (including original cards and interactions)

A unique visual style and UI

A distinct interaction flow focused on encouraging social interaction between users

This was not a template-based or reskinned app, nor is it part of a series of similar submissions.

We fully respect the App Store Review Guidelines and are open to making adjustments to better align with them. However, what we find difficult is the lack of specific, actionable feedback. We have not received clear guidance on which exact elements are considered duplicative or what changes would meaningfully address the concern.

Some of the questions we are hoping the community can help with:

In your experience, what typically triggers a 4.3(b) rejection in cases like this?

Are there specific mechanics, terminology, or presentation choices that reviewers often interpret as problematic?

Have others successfully resolved a 4.3(b) rejection without completely abandoning their app concept?

We have already invested significant time and resources into this project, and being advised to create an entirely new app is not financially feasible for us. We are genuinely trying to understand how to proceed in a way that is constructive and compliant.

Any insights, experiences, or advice would be greatly appreciated.

Thank you in advance.

— Lars

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Answer 1

Tomato OP

2w

The Appeals Board was quite neutral till 15 years. Then they started to side with reviewers some 7 or 8 years ago even when the reviewer was totally out of line. That was a dark age. I don't deal with the Appeals Board now only because they are typically 2 or 3 weeks behind. By the time I hear from them, I often manage to convince the reviewer that they are wrong.

That being said, unless you are confident that you can change reviewer's mind, you don't want to take the case to the Appeals Board. Now, I'm afraid you are at the end of the rope. There is no way around it once the Appeals Board rejects your case. You probably don't want to hear it, but if I were you, I wouldn't waste any more time on this case, accepting a financial loss and moving on to a next project.

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Answer 2

Claude31 OP

2w

That's really painful situation to get such a rejection after a long development.

The fact that

Apple maintained that the app “duplicates the content and functionality of similar apps in a saturated category."

may hint that rejection was because your app is in a very saturated category, where all apps end up looking similar, even when you really did your own design without any copying.

Could you tell what type of app it is.

Unless you change the app to get out of this category (easy to say, hard to achieve), I fear it will not be accepted.

From my experience, I found that posting a message for the reviewer in the submission file may help.

So, what I would try in your case:

Make some change to the app (not a complete redesign, but something visible), to have a reason to resubmit
May be change the name of the app so that it looks more different in the category
Explain, in the notes to reviewer, how your app is different from others in the category, what changes you made to make it different (this is more to prove your goodwill than to provide in depth analysis).

Good luck.

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