We all dread the email from Apple with a subject line that hints at an issue with our apps. Recently, many developers have received an “App Store Improvement Notice” and it requires immediate attention.
If you’ve received this notice, you are not alone. Here is a breakdown of what the email means, why Apple is doing this, and the crucial steps you need to take within the next 30 days.
📧 The Core of the Notice
The email, which pertains to Apple’s ongoing effort to improve the quality of the App Store, is a direct warning about one of your applications.
The key message in the notice (as seen in the screenshot) is twofold:
- Your app has not been updated in a significant amount of time.
- It is scheduled to be removed from sale in 30 days.
This isn’t a suggestion; it’s a 30 day ultimatum to update your app or watch it disappear from the App Store.
Crucial Takeaway: You must submit an update for review within 30 days to keep your app available for new users to discover and download.
🍎 Why is Apple Doing This? The “App Store Improvements” Policy
Apple’s official stance on this aggressive cleanup is that it helps customers find great, functional, and secure apps. The company is actively evaluating and removing apps that:
- No longer function as intended.
- Don’t follow current review guidelines (especially regarding new features and privacy requirements).
- Are simply outdated.
For developers, this means that even if your older app still “works,” a lack of maintenance and updates could trigger this notice. Outdated apps often use deprecated APIs, lack new features, or haven’t implemented modern privacy and security standards, making them a liability for the App Store ecosystem.
🛠️ Action Plan: How to Respond in 30 Days
If you want to save your app from removal, you need to act fast. Here is a quick, three step guide:
Step 1: Identify the App and Review Status
Log into App Store Connect and find the affected app. Check the following:
- Last Update Date: Confirm how long it’s been since you submitted a new version.
- Current Guidelines: Review the latest Apple App Review Guidelines (link to official page is recommended). Pay close attention to sections on Privacy, Data Handling, and Deprecated features.
Step 2: Submit a Minimal Viable Update
You have 30 days, so prioritize a submission that will get approved quickly.
- Target the Latest SDK/iOS: Ensure your project is compiled against a modern iOS SDK. This is often the quickest fix to satisfy the “outdated” criteria.
- Fix Critical Bugs: Resolve any known, obvious bugs or crashing issues.
- Update App Privacy Details: This is a common trigger for these notices. Double check that all your app’s privacy “nutrition labels” are accurate and up to date in App Store Connect.
- Improve Metadata: While less critical, a refreshed app description or new keywords can show you’ve invested effort.
Step 3: Submit for Review
Submit the updated version in App Store Connect well before the 30 day deadline. Be sure to use the Notes to Reviewer section to briefly explain that this is a required update in response to the “App Store Improvement Notice.”
🙏 What if I can’t update in 30 days?
If the app is a simple, completed project (like a calculator or a basic game) that doesn’t need new features, some developers have voiced concerns about this aggressive timeline.
While Apple is usually firm, the goal is not to punish but to clean up. If your app is removed, it is not deleted from your developer account. Current users can still use it, and you can resubmit it for sale at a later date once the required updates are made.
However, the safest path is to prioritise the update and meet the 30 day deadline.
📌 Final Thoughts for Clients
The “App Store Improvement Notice” is a stark reminder of the ongoing commitment required to maintain an app on the Apple platform. Use this as a wake up call to review your entire portfolio and ensure all your live apps are receiving at least minimal maintenance to stay compliant and secure.
Good luck with your submission!
No responses yet