Guideline 4.3 rejection (Spam): what it means and how to fix it
Apple thinks your app duplicates another app, a template, or a crowded category without adding anything new.
What Apple is saying
Under 4.3 Apple rejects apps that look like copies: multiple near-identical apps from one developer, apps built from a common template, or apps in saturated categories (Apple calls out things like flashlights, fortune telling, horoscopes and dating) that don't offer a unique, high-quality experience. 4.3(a) is about duplicates and templates; 4.3(b) is about saturated categories.
Common causes
You submitted several versions of the same app (for example per city or per client) instead of one app with options.
The app was built from a template or white-label kit that many other apps share.
The app is in a crowded category and looks generic.
A previous app of yours was removed and this one looks similar.
How to fix it
If you have similar apps, combine them into one app (use in-app settings or in-app purchases for variations).
Make the app clearly different: original design, features competitors don't have, and your own content.
Update the screenshots and description so the difference is obvious.
Explain in the review notes, specifically, what makes this app unique.
If the app is genuinely unique and Apple misunderstood, reply in Resolution Center with specifics before rebuilding.
Do you need a new build?
Usually yes, unless Apple misjudged the app and a clear explanation resolves it.
Reply to App Review
Send this in Resolution Center (App Store Connect → your app → the rejected version) after fixing. Fill in the [brackets].
Hello,
Thank you for the review. We'd like to clarify what makes [App] different: [2-3 specific features no similar app has]. [If combining apps: We've consolidated our apps into this single app.]
We're happy to provide a walkthrough or more detail.
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