Apple has warned developers that some apps may no longer have a permanent place on the App Store as part of newly updated App Review Guidelines announced during its Worldwide Developers Conference (WWDC).

The tech company says it may begin removing apps in certain well-established categories if they are not regularly updated, improved, or able to attract users.

Previously, Apple’s guidelines mainly focused on rejecting copycat or overly saturated apps. However, the updated policy introduces stricter language aimed at improving app quality and user experience.

The revised rules caution developers against “opportunistically creating variants of existing app categories or popular apps,” with categories now explicitly including wallpaper apps, simple timers, sound effects, dating apps, flashlight tools, and fortune-telling apps.

Apple stated that it may remove such apps from the platform if they fail to demonstrate meaningful updates or user engagement.

“These apps are well established on the App Store, and submissions will no longer be accepted unless they offer a meaningfully different or improved experience,” the guidelines noted.

The move forms part of Apple’s broader effort to improve app discovery and reduce clutter on the App Store, making it easier for high-quality applications to reach users.

At WWDC, Apple also introduced new personalised app recommendations and merchandising tools aimed at helping developers grow their reach and re-engage users.

The company further warned that repeated submission of low-effort apps such as drinking games, sound effects, and novelty applications could lead to developers losing access to the Apple Developer Program.

Apple said developers would typically receive prior notice through its App Store Improvements process, giving them an opportunity to update or improve their apps before any removal action is taken.

The updated guidelines effectively reinforce Apple’s push to prioritise quality, originality, and user engagement across its digital marketplace.