UK Marketing Apple App Store Agreement & Guideline Updates (June 2025)

Apple has released updates to the Apple Developer Program License Agreement and App Review Guidelines to support new features, clarify existing policies, and reflect the evolving app ecosystem.

These changes have significant implications from an App Store Optimization (ASO) perspective, particularly in areas like subscription strategy, user incentives, compliance, and app testing.

Key Policy Updates & ASO Implications

1. Subscription Sharing Clause Removed (Major Change)

The clause under 3.1.2(a), bullet 2, allowing a single subscription to be shared across your own apps and services, has been deleted.

ASO Impact:

• Developers with multiple apps may need to rethink their subscription models.

• App Store metadata and in-app messaging must be updated to avoid misleading users.

• Consider alternative engagement strategies to retain users across apps.
  
  

2. Incentivization Now Permitted (New Guideline)

New Guideline 3.2.2(x): Developers are now allowed to incentivize users to take specific actions within the app.

• Opens up new retention and conversion tactics such as reward-based onboarding, in-app rating prompts, and referral campaigns.

• Must ensure incentives remain compliant with other App Store policies (e.g., no manipulation of reviews or downloads).
  
  

3. Stricter Compliance for Financial Apps

Updated Guideline 3.2.1(viii): Financial apps must hold proper licenses and permissions in all regions where they're available.

• Before expanding into new markets, ensure all legal requirements are met to avoid rejections or removals.

• Update app descriptions and keywords to reflect compliance without making unverifiable claims.
  
  

4. TestFlight Usage Clarified

Updated Section 7.4(B): Clearer rules around digital purchases and tester invitations in TestFlight.

• Developers conducting A/B testing or beta testing must follow stricter rules.

• Helps maintain a compliant pre-launch strategy while gathering user feedback effectively.
  
  

API & Framework Usage - New Opportunities for ASO

Apple has specified new usage requirements for several APIs and frameworks:

• Declared Age Range API: Enables age-specific content customization.

• Foundation Models Framework: Supports AI-driven content generation and personalization.

• iCloud Extended Share APIs: Enhances social sharing capabilities — a potential organic growth driver.
  
  

✅ ASO Tip: Leveraging these APIs can improve user experience and engagement, positively influencing retention, ratings, and ranking.

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Additional Notable Updates

Section	Update	ASO Relevance
6.4	Removed Bitcode language; added CarPlay widget terms	No direct ASO impact
7.7	Updated icon and widget customization language	Enables brand differentiation in search results
7.8	Added terms for Apple Games app	May affect discoverability for games

Editor's Comments

These updates reflect Apple's continued emphasis on transparency, user protection, and innovation enablement.

From an ASO standpoint, they present both challenges (e.g., subscription model changes) and opportunities (e.g., incentivization, API enhancements).

Developers and marketers must work together to stay compliant while optimizing for visibility, conversion, and retention.

 

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Need help adapting your ASO strategy to these new policies? Register and contact our ASO experts for tailored guidance.

🔗 Read the full policy update on Apple Developer