After months of hard work developing an app with unique mechanics and a distinct user experience, we recently faced a rejection under Guideline 4.3(b) (Spam/Saturated Category). The feedback we received stated that there are "already enough of these apps on the App Store." While we completely understand Apple's need to filter out low-quality clones, it feels like this guideline sometimes overlooks genuine originality.
The most frustrating part for independent developers is that the category you fall into seems to matter more than the actual value your app provides. Whether the app is positioned in lifestyle, entertainment, or productivity, a rigid "category quota" can prevent reviewers from truly seeing the unique features we built.
This creates a significant hurdle for new entrants and makes it incredibly difficult for fresh ideas to break into established categories. It feels less about the quality of the application and more about timing—as if early arrivers have a permanent advantage over newcomers, regardless of how much innovation the new app brings to the table.
Ultimately, we believe this limits consumer choice. Users deserve the opportunity to discover and decide between new, modern alternatives, rather than having their options restricted by a pre-determined saturation limit.
We hope Apple reconsiders how 4.3(b) is applied, ensuring that the App Store remains a place where truly innovative apps, regardless of their category, have a fair chance to be evaluated on their own merits.
Thank you for your post. There are several factors that may contribute to an app not following App Review Guideline 4.3. Typically, these apps share a similar binary, metadata, and overall concept as apps already on the App Store, with only minor differences.
If you have questions about App Review's review of your app, we recommend requesting an appointment with App Review during the bi-weekly Meet with Apple Experts event. Sign in with your Developer ID and select "App Review Appointment." A member of the App Review team will help you with your questions regarding the review process and the App Review Guidelines. Appointments are subject to availability during your local business hours on Tuesdays and Thursdays.
