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Apple to exclude 'white-label' event apps

Apple's new, stricter rules for the acceptance of apps in its App Store will also affect event-app developers and clients. Because the tech company is set to refuse copied apps admission to its online store, so-called 'white-label' event apps run the risk of being denied.

App Store Review Guidelines

Article 4.2.6 of the most current App Store Review Guidelines states, 'Apps created from a commercialised template or app generation service will be rejected.' Many conference and event apps are based on a standard app that is tailored to the style and content of the meeting and which can be downloaded as an independent app from the App Store. The new rules no longer allow such 'copies'. 'From a marketing point of view, it's perfect because your event will appear in the App Store with its name and nickname, and it can be found so easily', asserts Derrick Stomp, co-founder of event apps Appendee and Twoppy. 'Apparently, however, Apple considers this undesirable because of the unnecessary pollution of the App Store.'

Aggregator apps

App developers are advised to place a single app in the App Store in which one can find the desired events. Since its launch in 2011, Twoppy has been working as an 'aggregator app' that organisers can use to create an event with their own branding and colour scheme. 'We've also looked at it from the perspective of the participant', according to Stomp. 'The participant does not want to download a separate app for each event. Another major advantage of this solution is that it avoids the uncertainty and time loss involved in obtaining Apple's approval, and the cost of such an app is significantly lower.' For the recently launched premium label Appendee - which targets more demanding organisers - from January 2018, the aggregator app Appendee Unite will appear in Apple's App Store.  

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