Publishing similar apps

Hi everyone,

I’m looking for clarification regarding App Store Review Guideline 4.3 (Spam) and how it applies to unlisted apps.

The guideline mentions that “Apps that are duplicates of others, or that spam the App Store with similar content, may be removed from the App Store or from the Apple Developer Program.”

In my case, I’m considering distributing several unlisted apps that share a similar codebase but are customized for different clients (for example, with distinct branding and configurations). These apps would not be searchable or publicly listed on the App Store — they would only be accessible through direct links.

Could anyone confirm whether Guideline 4.3 still applies to unlisted apps in the same way it does to publicly listed apps? If not, what is the recommended approach for distributing such client-specific builds while remaining compliant with Apple’s policies?

Thanks in advance for any clarification.