App Store RejectionGuideline 3.2.1 — Other Business Models — Acceptable

Apple Doesn't Accept How Your App Makes Money

Certain business models are simply off the table in the App Store — using the app as a storefront for a physical product catalog, charity apps that take a cut, apps that are really just ads. Here's what's acceptable and what's not.

What Apple said

“Your app's primary purpose appears to be to advertise an external product or service rather than to provide standalone value to users. Apps that function primarily as marketing materials for external businesses or products are not appropriate for the App Store.”

What this actually means

Apple wants apps that provide genuine utility or content value to users, not apps that are essentially digital ads. An app that does nothing except show your product catalog and links to your website, or an app whose main function is driving users to an external purchase they make off-platform, will get rejected. The app itself has to have real value.

What Apple needs to see

  • A clear primary utility or content offering that benefits users inside the app, independent of external products
  • If the app connects to physical products, meaningful in-app functionality beyond just marketing the product
  • Transparent revenue model that users can understand from the App Store listing
  • Terms of service and privacy policy that accurately describe how the app functions and generates revenue
  1. 1Evaluate honestly whether your app provides meaningful in-app value or is primarily marketing content — if the latter, add real features
  2. 2If your app sells physical goods, ensure the in-app experience provides genuine utility (tracking, configuration, content, community)
  3. 3Remove misleading app descriptions that overpromise functionality and underdeliver in the actual experience
  4. 4Add substantive features that work entirely within the app without requiring users to visit an external site for core value
  5. 5Update your terms of service at yourapp.baseterms.com/terms to clearly describe your business model and how the app generates revenue

While you're at it — Apple also requires these pages for every app.

Fix this rejection, then make sure you're covered on the compliance side too. Apple requires every app to link to a hosted Privacy Policy, Terms of Service, Support page, and Data Deletion page. No link means another rejection — just for a different reason.

Privacy Policy
Terms of Service
Support Page
Data Deletion Page
Generate my compliance pages — $9

Common questions

My app is a companion app for a hardware product — is that allowed?
Yes, companion apps for hardware are explicitly allowed. The key is that the app must provide real functionality for the hardware — configuration, monitoring, firmware updates, data analysis. An app that just shows marketing videos about the hardware is not okay.
I run a non-profit — can I have a donation button in my app?
Non-profits can accept donations, but they must use Apple's IAP system and Apple takes its 30% cut. You can't link out to an external donation page. This has been a contentious area — Apple has made exceptions for some non-profits, but the default rule applies.
What if my app is genuinely useful but also promotes my business?
That's totally fine. Many successful apps are both useful and promotional. The issue is when the promotional aspect is the primary purpose and the 'useful' features are thin or tacked on. Build the utility first, and the promotional element is acceptable alongside it.