Apple App Store Agreement & Guideline Updates (June 2025)

Apple has issued updates to the Apple Developer Programme Licence Agreement and App Review Guidelines to support new features, clarify existing policies, and reflect the evolving app ecosystem.

These changes carry significant implications from an App Store Optimisation (ASO) perspective, particularly in areas such as 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, which permitted a single subscription to be shared across your own apps and services, has been deleted.

ASO Impact:

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

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

• Consider alternative engagement strategies to retain users across apps.
  
  

2. Incentivisation Now Permitted (New Guideline)

New Guideline 3.2.2(x): Developers are now permitted to incentivise users to perform specific actions within the app.

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

• Developers 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 the appropriate licences and permissions in all regions where they are 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 regarding digital purchases and tester invitations in TestFlight.

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

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

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 customisation.

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

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

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

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Additional Notable Updates

Editor's Comments

These updates reflect Apple's continued focus on transparency, user protection, and enabling innovation.

From an ASO perspective, they present both challenges (e.g., changes to subscription models) and opportunities (e.g., incentivisation, API enhancements).

Developers and marketers must collaborate to remain compliant while optimising for visibility, conversion, and retention.

Need assistance 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