I have similar apps with different design & color theme as per my different client. But Apple is now rejected my latest app as spam

Apple message:

Guideline 4.3 - Design - Spam

We noticed that your app provides the same feature set as other apps you've submitted to the App Store; it simply varies in content or language, which is considered a form of spam.

Next Steps

When creating multiple apps where content is the only varying element, you should offer a single app to deliver differing content to customers. Alternatively, you may consider creating a web app, which looks and behaves similar to a native app when the customer adds it to their Home screen. Refer to the Configuring Web Applications section of the Safari Web Content Guide for more information.

You will experience a delayed review process if you deliberately disregard the App Store Review Guidelines, ignore previous rejection feedback in future app submissions, or use your app to mislead or deceive users.

Important Information

As a result of violating this guideline, your app’s review has been delayed. Future submissions of this app, and other apps associated with your Apple Developer account, will also experience a delayed review. Deliberate disregard of the App Store Review Guidelines and attempts to deceive users or undermine the review process are unacceptable and is a direct violation Section 3.2(f) of the Apple Developer Program License Agreement. Continuing to violate the Terms & Conditions of the Apple Developer Program will result in the termination of your account, as well as any related or linked accounts, and the removal of all your associated apps from the App Store.

We want to provide a safe experience for users to get apps and a fair environment for all developers to be successful. If you believe we have misunderstood or misinterpreted the intent of your app, you may submit an appeal for consideration or provide additional clarification by responding directly to this message in Resolution Center in iTunes Connect.

For app design information, check out the following videos: "Best Practices for Great iOS UI Design" and "Designing Intuitive User Experiences," available on the Apple Developer website.

You may also want to review the iOS Human Interface Guidelines for more information on how to create a great user experience in your app.

How can I resolve this?

  • 9
    Note that you actually agreed to not publish Apple's review messages when you accepted the Apple Developer Agreement.
    – idmean
    Commented Aug 14, 2017 at 9:30
  • I suppose it depends on how many apps you publish. 3 or 300 might make it clear what’s happening. It seems the guidance here is crystal clear - why can’t you resolve this with the review team or your internal team?
    – bmike
    Commented Sep 20, 2017 at 9:09

1 Answer 1


The guidance is really quite straightforward. You need to do what is listed under "Next steps" and/or communicate with the Apple review team to solve the issue, primarily

When creating multiple apps where content is the only varying element, you should offer a single app to deliver differing content to customers

Basically you're in violation of the guidelines as having multiple identical apps with only color theme variations is not allowed. You could instead create a single app where the user can select the color theme they wish if you agree with the characterization of multiple similar apps.

If you don’t agree then a chat with Dev support or a formal appeal would be your next step.

  • but theme is as per my different client. Different apps for different client.
    – nirav
    Commented Aug 14, 2017 at 6:53
  • Make one app which can be configured per client
    – nohillside
    Commented Aug 14, 2017 at 7:56
  • 2
    Don't publish your client apps under your own account. Each client should publish his own apps under his own name.
    – jksoegaard
    Commented Aug 14, 2017 at 9:53
  • 7
    Creating a separate account still violates the rule. I should know cause they rejected based on same problem.
    – Mike Flynn
    Commented Aug 28, 2017 at 12:21
  • 1
    @Gero Well, it was rejected by Apple for violating that specific rule. It seems pretty clear to me that Apple's intention with the spam rule is not to have multiple identical apps differing only in superficial changes such as logo or colours. And yes, if you're publishing for a client under your name, you're really also breaking another rule.
    – jksoegaard
    Commented Dec 6, 2018 at 10:25

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