Apple’s new App Store policies fight spam and abuse but also allow ads in notifications

Enlarge / The front of the 2019 iPad Air. (credit: Samuel Axon)

Earlier this week, Apple notified app developers of a revised set of App Store review guidelines—the rules by which Apple curates its iOS/iPadOS, tvOS, watchOS, and macOS App Stores.

Among many other things, the revised rules expand the definition of what constitutes a spam app and also clarify that developers are able to use push notifications to serve ads to users (provided users have explicitly opt in to them) and limit submissions of certain types apps to trusted organizations in regulated or sensitive industries.

The most controversial of these changes has been the clear statement that developers can serve ads to users via push notifications. At one point in the past, Apple's guidelines stated that push notifications "should not be used for advertising, promotions, or direct marketing purposes or to send sensitive personal or confidential information." Now the guidelines state:

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