I am representing a service provider specializing in Saas tool development. We package customized application versions for different clients to meet their unique requirements. However, the code similarity among each version of the application could be as high as 99%, with the main differences lying in branding and client-specific settings. Thus, I inquire if there are any related policies in the App Store that limit our way of developing and submitting applications? If so, could you please provide some solutions or recommended best practices? We highly value the individual needs of each client, and our aim is always to provide the best quality service while complying with the App Store policies.
Can SAAS-developed template apps pass the review and be published?
Appstore Guideline 4.3 may forbid you to do so. And here are some advices on how to handle it.
4.3 Spam Don’t create multiple Bundle IDs of the same app. If your app has different versions for specific locations, sports teams, universities, etc., consider submitting a single app and provide the variations using in-app purchase.
Guideline 4.2.6 is about a slightly different question than your original post.
So a template app should be accepted. Nevertheless, it instructs the same: submit only one version of the app.
4.2.6 Apps created from a commercialized template or app generation service will be rejected unless they are submitted directly by the provider of the app’s content. These services should not submit apps on behalf of their clients and should offer tools that let their clients create customized, innovative apps that provide unique customer experiences. Another acceptable option for template providers is to create a single binary to host all client content in an aggregated or “picker” model, for example as a restaurant finder app with separate customized entries or pages for each client restaurant, or as an event app with separate entries for each client event.