Guideline 4.3
Multiple similar apps from same developer
Developer submitted multiple apps that are essentially the same with minor variations (different themes, colors, or branding). Apple considers this a form of spam.
8 cases reported · ~17 days to resolve · 0% appeal success
Apple's rejection message
Guideline 4.3 - Design - Spam: We noticed you have submitted multiple apps with largely similar content. Submitting similar or repackaged apps is a form of spam that creates clutter in the App Store.
How to fix this
Consolidate into a single app with themes/configurations
mediumWorked for 85%
Instead of separate apps for each variant, create one app with in-app configuration, themes, or content packs. Use In-App Purchases to unlock different variations.