Apple warns it may eliminate low-performing apps from the App Store.

Apple has notified developers that certain applications may not be allowed to stay on the App Store indefinitely. In its newly updated App Review Guidelines published this week, the tech company stated it may begin removing apps from specific established categories if they are not “updated, improved, or drawing in customers.” This marks a significant shift for Apple, which earlier would only reject duplicate apps or those saturating certain markets.

Traditionally, Apple’s guidelines have cautioned developers against overwhelming categories that are already filled with applications. The tongue-in-cheek phrase remarked: “The App Store already has plenty of fart, burp, flashlight, fortune-telling, dating, drinking games, and Kama Sutra apps, etc. We will reject these unless they provide a unique, high-quality experience.”

The updated guidelines, unveiled during Apple’s Worldwide Developer Conference (WWDC), advised developers against “opportunistically creating variations of existing app categories or popular applications.” Categories now include wallpaper apps, basic timers, and sound effect applications, in addition to dating apps, flashlights, and fortune-telling apps.

“We may remove these apps from the App Store in the future if they are not updated, improved, or if they do not attract users,” the guidelines state.

According to Apple, these apps are “well established on the App Store,” and new submissions will be turned down unless they offer a “meaningfully different or enhanced” experience.

This update comes as Apple strives to improve app discovery within its App Store. At WWDC, the company revealed personalized app recommendations and merchandising tools to help developers grow their businesses and re-engage existing users. Removing low-quality apps could assist in decluttering the App Store, making it simpler for dedicated developers to have their apps discovered.

Additionally, Apple identified apps like drinking games, Kama Sutra, fart, and burp apps as “low-quality,” “mediocre,” and “low-effort,” warning that developers who continue to submit such applications may completely lose access to the Apple Developer Program.