Apple has recently updated its App Store Review Guidelines to accommodate new features and services, including streaming game services that submit each game to the App Store. This update comes as a result of Apple's clash with Microsoft over xCloud, a streaming gaming service that allows users to play Xbox games on their iOS devices.
In the updated guidelines, Apple has clarified its stance on streaming game services, allowing them to operate within the App Store provided they adhere to certain rules and guidelines. For instance, each game included in a streaming game subscription service must be downloaded directly from the App Store, ensuring that users have access to individual app product pages, user ratings, and reviews.
To provide an optimal user experience, streaming games must also use in-app purchases to unlock features or functionality, and developers must provide appropriate metadata for search. Additionally, each streaming game must be submitted as a separate app, allowing it to appear in charts and search, and enabling users to manage their experience with Screen Time and other parental control apps.
Streaming game services can, however, offer a catalog app on the App Store to help users sign up for the service and discover games that have been uploaded. This catalog app must also adhere to Apple's guidelines and provide users with an option to pay for a subscription using in-app purchases and Sign in with Apple.
The updated guidelines also address issues related to "Reader apps" such as Netflix, which can offer account creation for free tiers and manage existing customer accounts without providing payment options. This change aims to improve the overall user experience by allowing users to easily access and manage their content.
In a move that may impact popular games like Fortnite, Apple has clarified its stance on hidden features, stating that apps cannot include dormant or undocumented features that are not clear to end-users and the App Review team. This update is designed to ensure that all app functionality is transparent and accessible to users.
Furthermore, Apple has introduced new rules regarding in-app purchases for real-time experiences between two individuals, such as tutoring. While these services can now use alternative payment methods, they must still comply with Apple's guidelines when it comes to one-to-many experiences involving more than two people.
The update also includes changes related to free standalone apps that are companions to paid web-based tools. These apps do not need to use in-app purchases provided there is no purchasing inside the app or calls to action for purchasing outside of the app.
Finally, Apple has reiterated its stance on certain app behaviors, such as requiring users to rate an app, review it, watch videos, download other apps, tap on advertisements, enable tracking, or take similar actions to access functionality or receive monetary compensation. This update aims to promote a better user experience by reducing friction and improving overall app performance.
The full list of App Store Guideline changes can be found on the Apple Developer site and through the complete App Store Guidelines.
In response to the updated guidelines, Microsoft expressed concerns about the impact on customers, stating that the new rules do not offer an ideal experience for gamers. Microsoft emphasized its commitment to providing a great experience for users, allowing them to access games from their curated catalog within one app, rather than being forced to download multiple apps to play individual games.
The updated guidelines aim to improve the overall user experience by promoting transparency, reducing friction, and enhancing discoverability. As the App Store continues to evolve, these changes will help developers create more engaging and user-friendly experiences for customers.