Apps built from the same generic template or generator, common with restaurant, church, or small-business app builders, need to actually be submitted by the business itself and offer meaningfully unique content — the template provider can't mass-submit near-identical apps under different names.
Almost always caused by app-building platforms or agencies submitting many client apps that share nearly identical structure with only branding swapped.
"Your app appears to be a generic template that has not been sufficiently customized to meet the App Store's guidelines, per guideline 4.2.6."
Guideline 4.2.6 covers apps made from a common template or generator, which is typical for restaurant, church and small-business app builders. The guideline expects such apps to be submitted by the business itself and to offer content that is distinct. A provider cannot mass-submit near-identical apps under different names, because the Store would fill with duplicates.
App builders lower the cost of having an app, which is good for small businesses, but they also make it easy to create hundreds of near-identical apps. If each was submitted by the builder, the Store would be crowded with duplicate listings and the review team would have to assess the same product again and again. The rule pushes accountability to the business that actually owns the app and its content.
Yes, if the app is submitted by the business and has meaningful content.
Mass submission by the provider under its own account is what the rule targets.
4.2.6 focuses on template-built apps and who submits them, while 4.3 covers spam and duplicates more broadly.
Platform rules change often. This page is a plain-language explanation written by AppReviewFix, not official guidance. Check the current App Store Review Guidelines for the exact wording.