Apple has sent developers an unambiguous message: a spot on the App Store is no longer granted forever. In its updated app review rules, the company warns that apps from „well-established categories" may be removed if they are not „updated, improved or don't attract users."

Until now the rules only rejected new copycats - with the legendary line that the App Store „has enough apps for fart, burp, flashlight, fortune-telling, dating, drinking games and Kama Sutra." The new version goes a step further: the list now also includes wallpapers, simple timers and sound effects, and developers are warned not to make „opportunistic variants of existing categories or popular apps." A new app from those categories will pass only if it offers a „substantially different or improved" experience.

The timing of the announcement is no accident. At WWDC the company presented personalized recommendations and promotion tools - and recommendations are worth more if the junk is cleared out. Fewer dead apps means more visibility for the good ones. Logical. But it's worth saying the other half too: Apple is the only door to iPhone users, and that door can now close even on an app that was once duly approved. Who defines what „doesn't attract users" means? Apple. Who has no appeal instance? The developer.

The company claims the existing process for improving the App Store notifies developers when their app is outdated or underperforming, so they get a chance to fix it before it flies off. And those who persistently send in „low-quality" and „lazy" apps risk losing access to the entire developer program. A cleaned-up storefront, a firmer hand - the storefront changes, but the shop owner stays the same.