Guideline 3.2.2

Guideline 3.2.2(i) - Unacceptable Business Model: App is a Storefront for Other Apps

High SeverityHard FixTypical Fix: 1-3 days0 Reports

Also known as:App functions as a storefront or catalog for other appsApp's primary purpose is listing and promoting other applicationsApp discovery platform that directs users to download other appsApp serves as an alternative app directory or recommendation engine

Our Take

Apple is rejecting your app because it functions as an app store, app catalog, or discovery platform for other apps. Apple prohibits apps whose primary purpose is to list, promote, or distribute other applications -- this is the exclusive domain of the App Store itself. This rejection covers a range of patterns: curated app lists, 'best apps' catalogs, app discovery platforms, app recommendation engines, and any interface that primarily serves to direct users to download other apps. Even editorial content about apps can trigger this if the primary function of the app is serving as an app directory. The exception is if app recommendations are a minor, incidental feature of a broader-purpose app (e.g., a tech news app that occasionally reviews apps). But if the core value proposition is 'find and discover apps,' you will be rejected.

Resolution Guide

Redefine the primary value proposition

Your app's main purpose must be something other than app discovery. If it is a tech publication, make editorial content the focus. If it is a parenting tool, make parenting advice the focus.

Make app recommendations secondary

If you want to include app recommendations, they should be a small section within a broader content experience, not the primary feature.

Remove app catalog UI patterns

Delete grid views of app icons, 'Top 10 Apps' lists, category browsing for apps, and app store-like search functionality.

Pivot to web

If your business is app discovery, consider operating as a website instead. Apple's restrictions apply to App Store apps, not websites.

Consider alternative formats

A newsletter, blog, or social media presence about apps does not require App Store approval. Only the iOS app itself is subject to this guideline.

Prevention

Do not build apps whose primary purpose is discovering or listing other apps

If your app includes app recommendations, ensure they are a minor supplementary feature

Operate app discovery businesses as web properties rather than iOS apps

Example Rejection Email

From:Apple App Review Team

Subject:Guideline 3.2.2 - Guideline 3.2.2(i) - Unacceptable Busine

Guideline 3.2.2(i) - Business - Unacceptable We found that your app functions primarily as a storefront or catalog for other apps. The app's main purpose appears to be listing, categorizing, and promoting other apps available on the App Store. Apps that are primarily app catalogs or storefronts are not appropriate for the App Store. Next Steps: Please revise the app so that its primary purpose is not to serve as a directory or catalog of other apps.

Consider Appealing

Appeal if app recommendations are a secondary feature within a broader-purpose app (e.g., a parenting app that recommends kid-safe apps as one section among many). Clearly demonstrate the primary purpose is not app discovery.

Generate Appeal

Before & After

Before — Rejected

App features a grid of app icons organized by category with search, ratings, and 'Download' buttons linking to the App Store for each listed app

After — Approved

App is now a tech news and reviews publication; articles occasionally mention apps with inline links, but the primary content is editorial

What changed: The app's primary purpose must not be serving as a directory of other apps. App recommendations can only be an incidental feature.

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