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Video 2 - Knowing The Rules of Apple and Android


Lesley Johnston
| Customer Success Master

Lesley is secretly Matthew’s best hire – Lesley provides 9am – 5pm support Mon-Fri, though often hops on for weekends to ensure every question is answered. She’s one of the many reasons for this company’s success (and she is also hands down the funneiest person you’ll ever meet.)

Matthew McGregor

After spending 5 years in the internet marketing space, Matthew came up with the idea for 22apps on a ski trip, thinking to himself “Why do people still use websites instead of apps?” By interacting in the FB Group and Livestreams, Matthew will shock you with his business expertise.

Emily Harder

Although she’s a legendary singer with over 120,000 subscribers on YouTube, she’s also a SERIOUS operations & marketing genius.
If you ever talk to emily, consider asking about your brightest ideas & questions; she’s sure to have answers 😉

Do’s & Don’ts of Apple & Android

The purpose of this article is to highlight some of the main goals you want your app to achieve, and certain roadblocks that could come up while getting your app ready to be app store compliant. Please take note that Apple and Google each have fully outlined policies. We HIGHLY recommend reading through them, here they are linked below.
List of all to check out:

Note that Apple’s policies are a lot more strict than Google’s, so you can use Apple's guidelines as a general rule of thumb when designing your app.

Key Tips from 22apps:


Apple and Google place a high value on apps that are simple, refined, innovative, and easy to use, and that’s what they want to see reflected in their app stores. Your app must have a solid use or a reason to for users. Apple and Google want apps in their app store that users will repeatedly return to and use consistently. Aim to create a unique user experience.

- Consistently update your app with new content, such as articles, videos, podcasts, and more
- Set up push notifications to get users more likely to return to and reuse your app
- Be creative and create something unique

- Design an app with no reusability or minimal functionality
- Plagiarize / copy any current apps
- Have the main purpose of the app link to a website – they want users to stay on the app


There are many ways to monetize your app.

In app purchases are a feature that’s currently in development for 22apps, releasing closer to 2022. This will be a way to unlock features or functionality within your app (such as having members only content) through an in app purchase.

Apple and Google generally don’t allow purchases to be made outside of their app through a 3rd party payment system, though there are a few notable exceptions:

- Person-to-Person Services: If your app enables the purchase of real-time person-to-person services between two individuals (for example tutoring students, medical consultations, real estate tours, fitness training, etc), you may use purchase methods other than in-app purchase to collect those payments.
- Physical Goods and Services Outside of the App: If your app enables people to purchase physical goods or services that will be consumed outside of the app, you must use purchase methods other than in-app purchase to collect those payments.

If you don’t fall into either of these categories, and you wanted to sell something digital (for example, an online digital course), there is a workaround, though it can be tricky to set up. Apple and Google mainly don’t want anything linked from your app to a purchase page, or a checkout page. Here are a couple workarounds to sell your content:

- You can link to have users sign up for your mailing list, join your social medias, or even input a contact section in your app where users can get your email or phone number to message you. You’ll be able to sell to them on any of these platforms.

- Link to a funnel, where users can get a free gift (such as a video or pdf or something useful), and have the funnel take them through to your item of purchase. Generally, Apple and Google will let this slide, as long as you aren’t directly selling from the app to this product.

Here are a few good guidelines to follow as you set up monetization within your app:

- Sell person-to-person services or physical products and services through a website link in your app
- Insert links to contact you, or to visit your social medias within your app
- Utilize in-app purchases to unlock features for your app (once in-app purchase functionality is available in 22apps)

- Set prices that are clear rip-offs
- Manipulate reviews or attempt to inflate your chart rankings un-organically
- List prices within your app for a purchase that is not compliant (ie, displaying text that says “$200 for my online course” – this would not get approved.)
- Put links in your app that go directly to a purchase of a digital product or service.

Sensitive Apps with Extra Conditions - Health and Health Research, Kids, and more

Certain types of apps will have extra rules and specifications in order to make sure customer privacy and safety is ensured. Here are a few notable ones:

- Health and Health Research - Health, fitness, and medical data are especially sensitive and apps in this space have some additional rules to make sure customer privacy is protected. Most of these rules will naturally show up as you input the information about your app into the app stores, though there’s a couple things to think of before submitting your app:

o It can often help to reference a credible source for any medical or health related information you are displaying in your app. Also, a little bit of text saying “consult with your doctor before trying” is always a good thing.

o Apps may not use or disclose to third parties data gathered in the health, fitness, and medical research context for advertising, marketing, or other use-based data mining purposes other than improving health management, or for the purpose of health research, and then only with permission.

- Kids – For many reasons, it is critical to use care when dealing with personal data from kids, and we encourage you to carefully review all the requirements for complying with laws like the Children’s Online Privacy Protection Act (“COPPA”), the European Union’s General Data Protection Regulation (“GDPR”), and any other applicable regulations or laws. Here are a few other things to note:

o Apps not in the Kids Category cannot include any terms in app name, subtitle, icon, screenshots or description that imply the main audience for the app is children.
o Apps intended primarily for kids should not include third-party analytics or third-party advertising. This provides a safer experience for kids.

A Few More Things To Note

- Privacy Policy – You are required to have a privacy policy in your app. There are a lot of necessary bits and pieces to it, but thankfully, we have a privacy policy generator in 22apps!
o if you go to the general settings of your app, there will be a button to get your privacy policy link, which you can copy and paste directly into your app submission to Apple and Google.
o note – we do recommend getting it checked by a lawyer to make sure it’s suitable for your app’s specific privacy needs.

- Screenshots – Screenshots are a required part of uploading your app to Apple and Google’s app stores. A few key tips:
o Screenshots should show the app in use, and not merely the title art, log-in page, or splash screen. They may also include text and image overlays (e.g. to demonstrate input mechanisms, such as an animated touch point or Apple Pencil) and show extended functionality on device, such as Touch Bar.
o Try not to be misleading with your images or description of your app.
o If you aren’t sure where to start, we recommend simply screenshotting the main screens of your app while testing on your phone, and using those images to upload.

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