We just got the call from Apple that, minutes ago, they updated section 4.2.6 in the App Store Review Guidelines to read as follows:

4.2.6 Apps created from a commercialized template or app generation service will be rejected unless they are submitted directly by the provider of the app’s content. These services should not submit apps on behalf of their clients and should offer tools that let their clients create customized, innovative apps that provide unique customer experiences. Another acceptable option for template providers is to create a single binary to host all client content in an aggregated or “picker” model, for example as a restaurant finder app with separate customized entries or pages for each client restaurant, or as an event app with separate entries for each client event.

We are told by Apple that we were the first vendor they called to break the news.

So what does this mean?

If you are an event owner who engages with a third party vendor to produce branded mobile event apps, you are now clear to continue using branded or white label event apps as long as:

  1. You are engaged with a reputable vendor, like DoubleDutch, that provides “customized, innovative apps that provide unique customer experiences,”
  2. You submit these apps to iTunes under the Apple developer account of the content owner (so, your company’s developer account), as opposed to the technology vendor’s.


This is obviously significant news for the industry, and we are delighted to finally have clarity.

The branded event app experience is alive and well in 2018, at least if you are working with DoubleDutch (we are unable to comment on other vendors’ situations).

From the beginning, we have done our best to keep the industry informed on macro trends that may impact our customers and partners. Simply put, we will always put our customers first.

Happy Holidays, and always reach out to me personally at lawrence@doubledutch.me if you would like to talk shop.