3.2.1 — Acceptable business models

This is the "allow list" side of Apple's business model rules — standard approaches like paid apps, in-app purchases, subscriptions, ad-supported free apps, and enterprise or B2B distribution are all explicitly fine as long as they follow their own specific rules elsewhere in the guidelines.

Rarely cited on its own — usually referenced alongside a more specific rejection, like 3.1.1, to point developers toward the approach that would actually be acceptable.

The short version, in more detail

Guideline 3.2.1 is the allow-list side of Apple's business-model rules. It confirms that familiar approaches, such as paid apps, in-app purchases, subscriptions, advertising-supported free apps and certain enterprise or business distribution, are acceptable when they follow their own specific rules elsewhere in the guidelines. It is seldom the reason for a rejection by itself.

Why this rule exists

Developers need a clear statement of which monetisation approaches are permitted, so that they can plan a product. Listing acceptable models gives certainty and also makes the contrast with the prohibited practices easier to see. The detailed requirements for each model live in other sections, which is why reviewers often cite 3.2.1 alongside another guideline to point toward an approach that would work.

What this guideline covers

• Paid apps and paid upgrades.
• In-App Purchase and subscriptions.
• Advertising-supported free apps.
• Enterprise, education and business distribution models.

What usually triggers this rejection

• A rejection under another rule that points to an acceptable alternative.
• A business model that mixes approved and unapproved elements.
• An app that appears to fit no recognised model.
• Confusion about which distribution option applies to a business app.
• A monetisation plan that depends on a restricted practice.

How reviewers evaluate it

• Reviewers rarely reject on 3.2.1 alone.
• They use it to explain which models are accepted.
• They evaluate the specific model against its own rules.
• They consider how the app earns money in practice.

Common misunderstandings

• Being on the acceptable list does not exempt an app from the detailed rules.
• A listed model can still be implemented in a way that breaks another guideline.
• The list is not exhaustive of every possible arrangement.

Common questions