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This provision operationalizes Apple's content governance for app store presentation materials, creating a separation between an app's functional content rating and its public-facing promotional materials. The requirement affects how developers must curate their store presence independent of the app's actual content classification.
The updated guidelines state that developers must ensure kids receive age-appropriate experiences within their apps and must remove user-generated content that violates the guidelines, terms of service, or community standards. Under the revised policy, if Apple identifies policy-violating content, the developer will be asked to remove it and provide a compliance improvement plan. Based on the developer's response, the app may be removed from the App Store until compliance is demonstrated. This establishes a formal escalation pathway where developer inaction or inadequate remediation can result in app suspension or removal.
View change record →This provision restricts the imagery and visual content that developers may display in app store listings, which affects what consumers see when browsing or searching for apps. The constraint applies to all promotional materials regardless of whether the underlying app is rated for mature audiences.
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"Metadata should be appropriate for all audiences, so make sure your app and in-app purchase icons, screenshots, and previews adhere to a 4+ age rating even if your app is rated higher. For example, if your app is a game that includes violence, select images that don't depict a gruesome death or a gun pointed at a specific character.— Excerpt from Apple's Apple App Store Review Guidelines
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This provision operationalizes Apple's content governance for app store presentation materials, creating a separation between an app's functional content rating and its public-facing promotional materials. The requirement affects how developers must curate their store presence independent of the app's actual content classification.
This provision restricts the imagery and visual content that developers may display in app store listings, which affects what consumers see when browsing or searching for apps. The constraint applies to all promotional materials regardless of whether the underlying app is rated for mature audiences.
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