Apple Updates App Store Review Guidelines: New Rules Target Clone Apps, Predatory Loans, and AI Data Sharing

Apple revised its App Store review guidelines on November 13, 2025, introducing stricter regulations to combat app cloning, protect minors, limit predatory lending practices, and require explicit consent before sharing user data with third-party AI models.

Apple Cracks Down on Copycat Apps and Brand Infringement

Under the new Section 4.1(c), Apple now prohibits developers from using another developer’s app icon, brand, or product name in their own app’s icon or name without explicit approval. This strengthens existing intellectual property protections and directly targets “clone apps” that imitate popular applications to deceive users.

The new policy aims to prevent developers from launching fraudulent copycat apps that exploit the brand recognition and visual identity of successful applications. Developers must ensure their app names, icons, and branding elements are original and don’t infringe on competitors’ intellectual property rights.

Key requirements under Section 4.1(c):

• No unauthorized use of competitor app icons
• No copying of brand names or product names
• Prohibition on imitating popular apps’ visual identity without permission
• Protection for original developers’ intellectual property

Strict Limits on Predatory Lending Apps

Apple introduced consumer protection measures in Section 3.2.2(ix) targeting predatory lending practices within App Store applications:

Loan app restrictions:

• Maximum APR capped at 36% (including all costs and fees)
• Minimum repayment period of 60 days – apps cannot require full repayment in less than 60 days
• Applies to all lending applications offering consumer loans

These regulations align Apple with consumer protection standards and prevent exploitative short-term, high-interest loan apps from operating on iOS devices.

HTML5 and JavaScript Mini-Apps Now Subject to Full Review

Section 4.7 has been clarified to explicitly include HTML5 and JavaScript mini-apps and mini-games within the scope of App Store review standards. This closes a loophole some developers previously used to bypass Apple’s review process by embedding web-based applications within their native apps.

Additional Section 4.7 updates:

Section 4.7.2: Apps offering software not embedded in the binary may not extend or expose native platform APIs or technologies to that software without prior permission from Apple.

Section 4.7.5: Apps offering non-embedded software must provide a way for users to identify content that exceeds the app’s age rating and use an age restriction mechanism based on verified or declared age to limit access by underage users.

Enhanced Child Safety: Age-Restricted Content Controls Required

Section 1.2.1(a) now mandates stronger protections for minors using creator applications:

• Content identification systems: Creator apps must implement technology to identify and flag content that exceeds the app’s age rating
• Age restriction mechanisms: Developers must integrate age verification based on verified or declared age
• Access prevention: Systems must actively prevent underage users from accessing content beyond age restrictions

This requirement applies particularly to social media apps, content creation platforms, and any applications featuring user-generated content that may include mature themes.

AI Data Sharing Requires Explicit User Consent

In response to growing AI integration concerns, Apple’s updated Section 5.1.2(i) establishes strict privacy requirements for third-party AI data sharing:

Mandatory disclosure requirements:

• Developers must clearly disclose where personal data will be shared with third parties before any transmission occurs
• Explicit user permission is required before sharing personal data with third-party AI models or services
• Users must be explicitly informed about the AI model data usage
• Consent cannot be bundled or hidden in the general terms of service

This policy addresses growing concerns about how user data from iOS apps is utilized by large language models, generative AI systems, and other machine learning platforms without users’ knowledge or explicit consent.

Cryptocurrency Exchanges Added to Regulated Services

Section 5.1.1(ix) now includes crypto exchanges in the list of apps that provide services in highly regulated fields, bringing cryptocurrency trading platforms under the same scrutiny as banking, investing, and financial services apps.

Deleted Guideline: Test Advertisement Removal

Section 2.5.10, which previously stated that “Apps should not be submitted with empty ad banners or test advertisements,” has been deleted from the guidelines.

When Do New Guidelines Take Effect?

The updated App Store Review Guidelines took effect on November 13, 2025. Apple has indicated that translations of the guidelines will be available on the Apple Developer website within one month.

Developers should review their existing apps against the new requirements and submit updates as necessary to maintain App Store compliance.

Apps violating the new guidelines may face:

• App rejection during review
• Removal from the App Store
• Developer account warnings or suspension

Broader Implications for App Store Ecosystem

These guideline updates reflect Apple’s response to several emerging challenges:

1. Clone app proliferation: Fraudulent apps imitating popular services have increasingly bypassed review processes
2. Predatory financial services: High-interest loan apps targeting vulnerable users through mobile platforms
3. Mini-app loopholes: Developers embedding web-based apps to avoid native app review standards
4. Child safety concerns: Growing pressure from regulators and advocacy groups regarding minors’ access to inappropriate content
5. AI privacy concerns: User data is being shared with AI training systems without informed consent
6. Cryptocurrency regulation: Increased scrutiny of crypto trading platforms

Developers can review the complete, updated guidelines on Apple’s Developer website. An article detailing the changes in the guidelines can be found on the official website’s news section.