Apple Terminates Appstun Developer Account: A Case Study in App Store Policy Enforcement

Apple's stringent control over its App Store has been a topic of both praise and criticism for years. On one hand, Apple is lauded for maintaining a high standard of quality and security for its users. On the other, the company has been criticized for being overly restrictive, leading to claims of monopolistic behavior. The recent case of Appstun, a mobile app company founded by Batuhan Karababa, one of Apple’s own Worldwide Developer Conference (WWDC) 2021 student winners, highlights this ongoing debate. Apple’s decision to terminate Appstun's developer account has sparked controversy, raising questions about the fairness and transparency of the App Store review process.

The Rise and Fall of Appstun

Appstun, co-founded by Karababa, was a promising startup that aimed to revolutionize Apple Watch customization. The company developed an app that allowed users to create highly customizable watch faces, going beyond what was traditionally available on the Apple Watch. These were not standard watch faces but rather custom images and animations that mimicked the appearance of a watch face, running independently of the Apple Watch face system. This creative approach allowed Appstun to offer a level of customization that was otherwise impossible within the constraints of Apple's ecosystem.

Apple's App Review team had concerns. The first issue was the potential for these custom animations to drain the Apple Watch's battery faster than usual. More critically, Apple argued that the app could mislead users into thinking they were purchasing standard watch faces, leading to confusion and dissatisfaction. Despite Appstun's efforts to clarify through notifications that these were not real watch faces, Apple remained unconvinced. After multiple rejections and what Appstun described as a frustrating back-and-forth process, Apple decided to terminate the company’s developer account.

Apple’s Justification

According to Apple, the decision to terminate Appstun's developer account was not taken lightly. The tech giant argued that Appstun’s app repeatedly misled users into believing it offered functionalities it did not support. Apple also accused Appstun of marketing the app with deceptive advertisements, which led to negative ratings and reviews. Among the customer complaints were issues with the app’s custom animations, which did not function like real watch faces. Some users even questioned whether Appstun had the rights to use certain branded watch face designs, such as those resembling a Rolex, leading to accusations of trademark infringement and fraud.

Apple pointed to its Developer Code of Conduct, specifically guideline 5.6, which warns that “repeated manipulative or misleading behavior or other fraudulent conduct will lead to your removal from the Apple Developer Program.” Apple argued that Appstun’s actions fell squarely within this guideline, justifying the termination of its account.

A Double Standard?

While Apple’s stance appears firm, this case has raised concerns about the consistency of the company’s enforcement actions. Apple has long been criticized for allowing misleading apps and sneaky subscription models to proliferate on the App Store. For instance, the teen Q&A app NGL was making millions while scamming users before the U.S. Federal Trade Commission (FTC) intervened. Similarly, developer Kosta Eleftheriou has spent years exposing scams on the App Store, from crypto wallet apps that defrauded users to children’s games hiding online casinos.

These examples suggest that Apple’s enforcement of its guidelines may be selective, potentially favoring larger developers or those generating significant revenue. Appstun’s case, involving a small startup, has led some to question whether Apple is applying a double standard. 

The Bigger Picture: Apple's App Store Control

The Appstun controversy also speaks to a broader issue: Apple’s control over the App Store and the implications for developers. With regulators around the world scrutinizing the fees and commissions Apple charges developers, the company may feel pressured to crack down harder on perceived violations to justify its practices. Earlier this year, Apple claimed it prevented $1.8 billion in App Store fraud, down from $2 billion the previous year, and rejected nearly 248,000 app submissions that were deemed spam or misleading. However, the question remains: Is Apple doing enough to ensure a fair and transparent process for all developers?

Conclusion

The termination of Appstun’s developer account by Apple serves as a cautionary tale for developers navigating the App Store’s complex and often opaque guidelines. While Apple’s actions may be justified based on its developer code of conduct, the controversy highlights the challenges small developers face when dealing with a tech giant that acts as both the judge and jury in disputes. As Apple continues to tighten its control over the App Store in response to regulatory pressure, the case of Appstun may prompt a reevaluation of how the company enforces its rules and whether it does so consistently and fairly across the board.