Apple says it may remove apps from the App Store if they don't attract users

Apple is tightening App Store quality controls by warning developers that stale, low-value apps in established categories may be removed if they are not updated, improved, or attracting users. The new guidance expands the list of targeted app types to include wallpaper apps, simple timers, and sound effects, alongside longstanding categories like dating, flashlight, and fortune-telling apps. Apple says only apps offering a meaningfully different or improved experience will be accepted going forward. The move aligns with WWDC updates aimed at improving app discovery, including personalized recommendations and new merchandising tools that could help high-quality apps stand out. For developers, the policy could increase pressure to refresh products and may raise churn risk for low-engagement apps, while potentially reducing App Store clutter and improving discoverability for stronger offerings.