Your Event App May Become Harder to Find

Will a new rule prevent your event app from being accepted in the App Store?

The Apple store recently updated its App Store Review Guidelines and rule 4.2.6 — “Apps created from a commercial template or app generation service will be rejected.” — has created some concern and confusion among event organizers. How does the update affect mobile event apps? event-data-apps-feature

Your branded event app may not be permitted in the App Store — and understanding which apps could be excluded and why is not always easy. Plus, interpretations vary among event-app providers. If your event app provider utilizes a template to generate one-off event apps (also called white label) and did not architect the solution you contracted for to be multi-tenant, your app does have a decent chance of being rejected by the Apple Review Board. CadmiumCD CEO Michelle Wyatt describes white labeling as taking the same template and putting a skin over it to brand it for that client — “using the same engine and just rebranding it for that specific event with new content for it,” she told Convene in a recent interview. “By using the same engine, it’s not going to be approved by Apple.”

In that case, your attendees will first have to download the master or container app in the App store, and then select or navigate to your event. The negatives to this are additional steps for the user and no presence for your event in the App Store. Your event may also be listed along with other upcoming events, even possibly a competitor’s.

In my opinion, this is nothing to lose sleep over nor cause for switching vendors. It depends on what’s important to your organization. Core-Apps CEO Jay Tokosch, who also spoke with a Convene editor, said that if it’s not a big deal for you to have attendees go through these extra steps to find your app, then go with a white-label app. “But if it is important for you to not have your attendees go through this painstaking exercise,” he said, “you should use a premium-type app.” 

If you are one of the few who contracted for a custom app to be developed for your event, you should have no issues. Tokosch agrees: Premium-type apps will be allowed in the Apple store.

Why did this happen?

It’s Apple’s attempt to battle spam, and it doesn’t just affect the events industry. “I guess what’s happening in the Apple store is a lot of people are taking someone’s idea, especially if it’s a popular app, and creating multiple versions of it,” Wyatt told Convene.

When will this happen?

My sources tell me that Apple is beginning to crack down on this now. They are, however, giving reputable developers a four- to six-month grace period. This means that most 2017 events will probably not be impacted.

What actions should you take?

The event mobile app space is still in the Wild West stage. They’re becoming more feature-rich and prices are being pushed down. It may be wise to not sign multi-year agreements until the market is more mature.

Be leery of vendors who use this announcement to scare you into making a switch. Set up a call with your current mobile app provider and ask how this may impact your app. Loop in your organization’s IT department. Be sure to understand whether your app is architected as a multi-tenant or templated solution. Ask them for a demo of how your attendees will access your app should a branded solution not be approved for the App Store. Ask for proof of approvals from Apple over the past few weeks. 

What about exceptions?

It’s too early to predict if the Apple Review Board will make exceptions for more feature-rich, configurable event apps. No question, event apps that are simply replacements for printed agendas with itinerary-building tools should not have a presence in the App Store. In my opinion, apps for larger events — with high potential for downloads, that are content-rich and include social tools — should be permitted. Many of these are used for connecting attendees, accessing PowerPoints, handouts, or research abstracts. Some even include journaling, rich exhibitor profiles and have a useable shelf-life well after the event concludes.  

For an unbiased view of this issue, read an article in TechCrunch.

Dave Lutz, CMP, is managing director of Velvet Chainsaw Consulting,

Editor’s Note: This column has been updated since it was originally published to better reflect that quotes from both CadmiumCD CEO Michelle Wyatt and Core-Apps CEO Jay Tokosch were from interviews with a Convene editor and were not comments made to columnist Dave Lutz. The following quote from Tokosch, which was part of his original interview but not included in the original column, has been added to better clarify his position: “But if it is important for you to not have your attendees go through this painstaking exercise,” he said, “you should use a premium-type app.” 

Dave Lutz, CMP

Dave Lutz, CMP, is managing director of Velvet Chainsaw Consulting.

  • Great write up, Dave, and thank you for not blindly buying into the hype. Our customers tell us they are receiving scare-mongering sales calls from some less scrupulous event app providers telling “sky is falling” stories in the hopes of shoring up their book of business.

    My opinion, based on analysis of Apple’s rules as well as over 20 years in the technology field, is that this is a big, fat nothing.

    It’s summarized here:, but the sum of it is that

    a) this rule is not intended to target apps with substantially different content, it’s intended to go shut down mass-produced spam apps, and
    b) Apple has shown no signs of enforcing the rule in the way the scare-mongers are implying

    Pathable apps are multi-tenant and templated, and Apple continues to approve our apps every single day. There are many things to worry about in this crazy world, Apple shutting down white label event apps ain’t one.

  • Here is the fact – you have two choices. Apple has segmented app providers into two types – template driven apps and custom/premium labeled apps. As Michelle Wyatt noted above “apps that are taking the same template and putting a skin over it to brand it for that client” are going to get rejected unless they are in a container app. A container app is where you would have your app in with everyone else’s app under the app provider’s name and store. These are mass produced. Some are calling these “white labeled” but call it what you like – it is a cookie cutter style app using that same configuration among many apps. Custom or premium labeled apps do not have this restriction. They are not being rejected. They have substantially different types of content and functionality. YOU can still have your own brand, no issues with security, be separate from your competitor, and a search in the app store for your event will work. And NO it does not cost more. Core-qpps provides premium labeled apps at the same price of the container apps or “white labeled” apps. We were the first native mobile app in the event space and have been in the app dev business focusing on event apps going on 9 years. Fictitious quotes by so called “Apple Executives” that are being published did not happen. Apple is a marketing machine and the only way you get a quote that you can publish is through their marketing department and that is VERY HARD to do. Want more info? Reach out to us I am happy to answer any questions.

  • Hilary Reeves

    So, what if even the container app is rejected by Apple? It seems that Apple’s policy is capturing small providers in ways that definitely restrain business and affect a lot of users. We are days aways from a conference. Our developer has been trying to get into the Apple App Store for weeks, with no success. They had had no problems with multiple clients/apps up till now. We are bearing the brunt of this. My other question is how common is it for conference apps to be stuck like this?

  • Grace Cheung

    Appreciate the well-rounded write up you’ve done here–I think there’s been a lot of conflicting experiences and stories coming out and it’s great to see an article that covers all sides.

    I’d like to add a bit to the “what about exceptions” section, since it’s been a few months since we saw this go into play.

    Ultimately what Apple is doing is nothing really new; like the TechCrunch article says, they’re just being more explicit about what happens behind the scenes of an app approval or rejection. So yes, there are exceptions being made for configurable, feature rich event apps, because that’s the type of app that Apple wants in their store.

    QuickMobile’s been in the business for going on a decade now (we invented event apps). A similar thing happened a few years ago, and at that point we took the steps to understand what Apple wants. Even now we are not having issues submitting tailored, client-branded event apps. I go into detail here,, but let’s just say that there is a difference between a “commercialized template” app and an app that just uses coding templates–and Apple understands that.