It also said it would remove other apps that offer features that block advertising in third-party apps if they “may have snuck on to the App Store.”
The company, according to the developer of several major adblock apps that reached out to 9to5Mac after its app updates were rejected, has reversed its policy on VPN-based adblock applications, which install certificates on the device itself to block advertisements both in Safari and in other third-party applications.
This requirement says that apps should be useful, unique, and provide some sort of value: Your app should include features, content, and UI that elevate it beyond a repackaged website.
It’s likely that Apple doesn’t see adblocking as the “intended purpose” of VPN certificates: Apps should use APIs and frameworks for their intended purposes and indicate that integration in their app description.
When pressed for more details regarding the policy shift, Apple reportedly explained that it has “officially changed its policy regarding VPN/root certificate based ad blockers” and is not accepting updates to any existing apps that use this method.