第 4 部分 | App Store 审核指南【英文版】

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App Store Review Guidelines



Apps are changing the world, enriching people’s lives, and enabling developers like you to innovatelike never before. As a result, the App Store has grown into an excitingand vibrant ecosystem for millions of developers and more than a billion users.Whether you are a first time developer or a large team of experiencedprogrammers, we are excited that you are creating apps for the App Storeand want to help you understand our guidelines so you can be confident your appwill get through the review process quickly.

The guiding principle of the App Store is simple - we want toprovide a safe experience for users to get apps and a great opportunity for alldevelopers to be successful. We have updated the App Review Guidelines withthat principle in mind. The guidelines themselves haven’t changed, but they are better organized and providemore context. On the following pages you will find guidelines arranged intofive clear sections: Safety, Performance, Business, Design, and Legal. A fewother points to keep in mind:

  • We have lots of kids downloading lots of apps. Parental controlswork great to protect kids, but you have to do your part too. So know thatwe're keeping an eye out for the kids.
  • The App Store is a great way to reach hundreds of millions of peoplearound the world. If you build an app that you just want to show to family andfriends, the App Store isn’t the best way to do that.Consider Ad Hoc distribution or the Enterprise Program. If you’re just getting started, learn more about the Apple Developer Program.
  • We strongly support all points of view being represented on the App Store, as long as the apps are respectful to users with differing opinions and the quality of the app experience is great. We will reject apps for any content or behavior that we believe isover the line. What line, you ask? Well, as a Supreme Court Justice once said, “I'll know it when I see it”. And we thinkthat you will also know it when you cross it.
  • If you attempt to cheat the system (for example, by trying to trickthe review process, steal user data, copy another developer's work, ormanipulate ratings) your apps will be removed from the store and you will beexpelled from the Developer Program.

We hope these new guidelines help you sail through the App Reviewprocess, and that approvals and rejections are more consistent across theboard. This is a living document; new apps presenting new questions may resultin new rules at any time. Perhaps your app will trigger this. We love thisstuff too, and honor what you do. We're really trying our best to create thebest platform in the world for you to express your talents and make a living,too.

Tableof Contents

Before You Submit – a pre-review checklist
1. Safety
1.1 Objectionable Content
1.2 User Generated Content
1.3 Kids Category
1.4 Physical Harm
1.5 Developer Information
2. Performance
2.1 App Completeness
2.2 Beta Testing
2.3 Accurate Metadata
2.4 Hardware Compatibility
2.5 Software Requirements
3. Business
3.1 Payments
3.1.1 In-App Purchase
3.1.2 Subscriptions
3.1.3 Content-based “Reader” Apps
3.1.4 Content Codes
3.1.5 Physical Goods and Services Outside of the App
3.1.6 Apple Pay
3.2 Other Business Model Issues
3.2.1 Acceptable
3.2.2 Unacceptable
4. Design
4.1 Copycats
4.2 Minimum Functionality
4.3 Spam
4.4 Extensions
4.5 Apple Sites and Services
4.6 Alternate App Icons
4.7 HTML5 Games, Bots, etc.
5. Legal
5.1 Privacy
5.1.1 Data Collection and Storage
5.1.2 Data Use and Sharing
5.1.3 Health and Health Research
5.1.4 Kids
5.1.5 Location Services
5.2 Intellectual Property
5.3 Gaming, Gambling, and Lotteries
5.4 VPN Apps

After You Submit – what to expect

BeforeYou Submit

To help your app approval go as smoothly as possible, review the commonmissteps listed below that can slow down the review process or trigger arejection. This doesn’t replace the guidelines orguarantee approval, but making sure you can check every item on the list is agood start. If your app no longer functions as intended or you’re no longer actively supporting it, it will be removed from the AppStore.Learn More about App Store Improvements.
Make sure you:
  • Test your app for crashes and bugs
  • Ensure that all app information and metadata is complete andaccurate
  • Update your contact information in case App Review needs to reachyou
  • Provide an active demo account and login information, plus any otherhardware or resources that might be needed to review your app (e.g. a sample QRcode)
  • Enable backend services so that they’re liveand accessible during review
  • Include detailed explanations of non-obvious features and IAPs inthe App Review notes, including supporting documentation where appropriate. Ifwe’re not able to access part of your app because it’s geo-locked or otherwise restricted, provide a link to a video ofthe functionality
  • Check whether your app follows guidance in other documentation, suchas:
Development Guidelines
Design Guidelines
Brand and Marketing Guidelines


When people install an app from the App Store, they want to feelconfident that it’s safe to do so—that the app doesn’t contain upsetting oroffensive content, won’t damage their device, and isn’t likely to cause physical harm from its use. We’ve outlined the major pitfalls below, but if you’re looking to shock and offend people, the App Store isn’t the right place for your app.
1.1Objectionable Content
Apps should not include content that is offensive, insensitive,upsetting, intended to disgust, or in exceptionally poor taste. Examples ofsuch content include:
1.1.1 Defamatory or mean-spirited content, includingreferences or commentary about religion, race, sexual orientation, gender, orother targeted groups, particularly if the app is likely to place a targetedindividual or group in harm’sway. Professional political satirists and humorists are generally exempt from thisrequirement.
1.1.2 Realistic portrayals of people or animalsbeing killed, maimed, tortured, or abused, or content that encourages violence.“Enemies”within the context of a game cannot solely target a specific race, culture,real government, corporation, or any other real entity.
1.1.3 Depictions that encourage illegal or recklessuse of weapons and dangerous objects, or facilitate the purchase of firearms.
1.1.4 Overtly sexual or **ographic material,defined by Webster's Dictionary as "explicit descriptions or displays ofsexual organs or activities intended to stimulate erotic rather than aestheticor emotional feelings."
1.1.5 Inflammatory religious commentary orinaccurate or misleading quotations of religious texts.
1.1.6 False information and features, includinginaccurate device data or trick/joke functionality, such as fake locationtrackers. Stating that the app is “forentertainment purposes” won’tovercome this guideline. Apps that enable anonymous or prank phone calls orSMS/MMS messaging will be rejected.
1.1.7 App Store Reviews:
  • App Store customer reviews can be an integral part of the appexperience, so you should treat customers with respect when responding to theircomments. Keep your responses targeted to the user’scomments and do not include personal information, spam, or marketing in yourresponse.
  • Use the provided API to prompt users to review your app; thisfunctionality allows customers to provide an App Store rating and reviewwithout the inconvenience of leaving your app, and we will disallow customreview prompts.

1.2 UserGenerated Content
Apps with user-generated content present particular challenges, rangingfrom intellectual property infringement to anonymous bullying. To preventabuse, apps with user-generated content or social networking services mustinclude:
  • A method for filtering objectionable material from being posted tothe app
  • A mechanism to report offensive content and timely responses toconcerns
  • The ability to block abusive users from the service
  • Published contact information so users can easily reach you
Apps with user-generated content or services that end up being usedprimarily for **ographic content, objectification of real people (e.g. “hot-or-not” voting), makingphysical threats, or bullying do not belong on the App Store and may beremoved without notice. If your app includes user-generated content from aweb-based service, it may display incidental mature “NSFW” content, provided that the content is hidden by default and onlydisplayed when the user turns it on via your website.

1.3 KidsCategory
The Kids Category is a great way for people to easily find apps that areappropriate for children. If you want to participate in the Kids Category, youshould focus on creating a great experience specifically for younger users.These apps must not include links out of the app, purchasing opportunities, orother distractions to kids unless reserved for a designated area behind aparental gate. Keep in mind that once customers expect your app to follow theKids Category requirements, it will need to continue to meet these guidelinesin subsequent updates, even if you decide to deselect the category. Learn moreabout parental gates.
Apps in the Kids Category may not include behavioral advertising (e.g.the advertiser may not serve ads based on the user’s activity), and any contextual ads must be appropriatefor young audiences. You should also pay particular attention to privacy lawsaround the world relating to the collection of data from children online. Besure to review the Privacy section of theseguidelines for more information.

1.4 Physical Harm
If your app behaves in a way that risks physical harm, we may reject it.For example:
1.4.1 Medical apps that could provide inaccurate data or information, orthat could be used for diagnosing or treating patients may be reviewed withgreater scrutiny.
  • Apps must clearly disclose data and methodology to support accuracyclaims relating to health measurements, and if the level of accuracy ormethodology cannot be validated, we will reject your app. For example, appsthat claim to take x-rays, measure blood pressure, body temperature, bloodglucose levels, or blood oxygen levels using only the sensors on the device arenot permitted.
  • Apps should remind users to check with a doctor in addition to usingthe app and before making medical decisions.
If your medicalapp has received regulatory clearance, please submit a link to thatdocumentation with your app.
1.4.2 Drug dosage calculators must come from thedrug manufacturer, a hospital, university, health insurance company, or otherapproved entity, or receive approval by the FDA or one of its internationalcounterparts. Given the potential harm to patients, we need to be sure that theapp will be supported and updated over the long term.
1.4.3 Apps that encourage consumption of tobaccoproducts, illegal drugs, or excessive amounts of alcohol are not permitted onthe App Store. Apps that encourage minors to consume any of these substanceswill be rejected. Facilitating the sale of marijuana, tobacco, or controlledsubstances (except for licensed pharmacies) isn’t allowed.
1.4.4 Apps may only display DUI checkpoints that arepublished by law enforcement agencies, and should never encourage drunk drivingor other reckless behavior such as excessive speed.
1.4.5 Apps should not urge customers to use theirdevices in a way that contradicts safety documentation for Apple hardware,risking damage to the device or physical harm to people. For example, appsshould not encourage placing the device under a mattress or pillow whilecharging or perform excessive write cycles to the solid state drive.Review device documentation.

1.5 DeveloperInformation
People need to know how to reach you with questions and support issues.Make sure your Support URL includes an easy way to reach you. Failure toinclude accurate and up-to-date contact information not only frustratescustomers, but may violate the law in some countries. Also ensure that Walletpasses include valid contact information from the issuer and are signed with adedicated certificate assigned to the brand or trademark owner of the pass.


2.1 AppCompleteness
Submissions to App Review should be final versions with all necessarymetadata and fully functional URLs included; placeholder text, empty websites,and other temporary content should be scrubbed before submission. Make sureyour app has been tested on-device for bugs and stability before you submit it,and include demo account info (and turn on your back-end service!) if your appincludes a login. If you offer in-app purchases in your app, make sure they arecomplete, up-to-date, and visible to the reviewer, or that you explain why notin your review notes. Please don’ttreat App Review as a software testing service. We will reject incomplete appbundles and binaries that crash or exhibit obvious technical problems.

2.2 BetaTesting
Demos, betas, and trial versions of your app don’t belong on the App Store – use TestFlight instead. Any app submitted for beta distribution viaTestFlight should be intended for public distribution and should comply withthe App Review Guidelines. Note, however, that apps using TestFlight cannot bedistributed to testers in exchange for compensation of any kind, including as areward for crowd-sourced funding. Significant updates to your beta build shouldbe submitted to TestFlight App Review before being distributed to your testers.To learn more, visit the TestFlightBeta Testing.

2.3 AccurateMetadata
Customers should know what they’regetting when they download or buy your app, so make sure your app description,screenshots, and previews accurately reflect the app’score experience and remember to keep them up-to-date with new versions.
2.3.1 Don’t include any hidden or undocumented features in your app; your app’s functionality should be clear to end-users and App Review.Egregious or repeated behavior is grounds for removal from the DeveloperProgram. We work hard to make the App Store a trustworthy ecosystem andexpect our app developers to follow suit; if you’redishonest, we don’t want to do business with you.
2.3.2 If your app includes in-app purchases, makesure your app description, screenshots, and previews clearly indicate whetherany featured items, levels, subscriptions, etc. require additional purchases.If you decide to promote in-app purchases on the App Store, ensure that the IAPDisplay Name and Description are written for a public audience and that yourapp properly handles the Purchase Intent API so that customers can seamlesslycomplete the purchase when your app launches.
2.3.3 Screenshots should show the app in use, andnot merely the title art, log-in page, or splash screen. They may also includetext overlays and show extended functionality on device, such as Touch Bar.
2.3.4 Previews are a great way for customers to seewhat your app looks like and what it does. To ensure people understand whatthey’ll be getting with your app,previews may only use video screen captures of the app itself. Stickers andiMessage extensions may show the user experience in the Messages app. You canadd narration and video or textual overlays to help explain anything that isn’t clear from the video alone.
2.3.5 Select the most appropriate category for yourapp, and check out the App Store Category Definitions ifyou need help. If you’re way off base,we may change the category for you.
2.3.6 Answer the age rating questions in iTunesConnect honestly so that your app aligns properly with parental controls.If your app is mis-rated, customers might be surprised by what they get, or itcould trigger an inquiry from government regulators.
2.3.7 Choose a unique app name, assign keywords thataccurately describe your app, and don’t try to pack any of your metadata with trademarked terms, popularapp names, or other irrelevant phrases just to game the system. App names mustbe limited to 30 characters and should not include prices, terms, ordescriptions that are not the name of the app. App subtitles are a great way toprovide additional context for your app; they must follow our standard metadatarules and should not include inappropriate content, reference other apps, ormake unverifiable product claims. Apple may modify inappropriate keywords atany time.
2.3.8 Metadata should be appropriate for allaudiences, so make sure your app and in-app purchase icons, screenshots, andpreviews adhere to a 4+ age rating even if your app is rated higher. Forexample, if your app is a game that includes violence, select images that don’t depict a gruesome death or a gun pointed at aspecific character. Use of terms like “For Kids” and “For Children”in app names is reserved for the Kids Category. Remember to ensure your metadata,including app name and icons (small, large, Apple Watch app, etc.), are similarto avoid creating confusion.
2.3.9 You are responsible for securing the rights touse all materials in your app icons, screenshots, and previews, and you shoulddisplay fictional account information instead of data from a real person.
2.3.10 Make sure your app is focused on the iOS, Mac,Apple TV or Apple Watch experience, and don’t include names, icons, or imagery of other mobile platforms in yourapp or metadata, unless there is specific, approved interactive functionality.
2.3.11 Apps you submit for pre-order on the App Store must be complete and deliverable as submitted. Ensure that the app you ultimately release is not materially different from what you advertise while the app is in a pre-order state. If you make material changes to the app (e.g. change business models), you should restart your pre-order sales.

2.4 HardwareCompatibility
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