Document:

Consultancy Agreement - Joshsthlm AB

 Exhibit 10.09 
 DATED JANUARY 7, 2013 
  

 

CONSULTANCY AGREEMENT 
 between 
 MIDASPLAYER AB 

and 

JoshSthlm AB 

  
 1 

 THIS AGREEMENT is dated 2013-01-07 
 PARTIES 
  

	(1)	Midasplayer.com AB, 556653-2064, a company with limited liability, incorporated under the laws of Sweden, having its registered office in Stockholm (Company).

  

	(2)	Joshsthlm AB, 556655-2948, a company with limited liability, incorporated under the laws of Sweden, having its registered office in Gävlegatan 12B, 113 30
Stockholm. (Consultant). 

 Jointly referred to as the “Parties”. 

Whereas: 
 The Parties wish to enter into
a consultancy agreement and wish to lay down the terms and conditions of their appointment in this consultancy agreement; 
 Have agreed as
follows: 
 AGREED TERMS 

 

	1.	INTERPRETATION 

  

	1.1	The definitions and rules of interpretation in this clause apply in this agreement (unless the context requires otherwise). 

Business Opportunities: any opportunities which the Consultant becomes aware of during the Engagement which relate to the business
of any Group Company reasonably considers might be of benefit to any Group Company. 
 Capacity: as agent, consultant,
director, employee, owner, partner, shareholder or in any other capacity. 
 Commencement Date: 2013-01-07 

Confidential Information: information (whether or not recorded in documentary form, or stored on any magnetic or optical disk or
memory) relating to the business, products, affairs and finances of any Group Company for the time being confidential to any Group Company and trade secrets including, without limitation, technical data and know-how relating to the business of any
Group Company or any of their business contacts. 
 Consultant’s Appointed Agent: the representative appointed by the
Consultant to work directly with the Company in provision of the Services. 
 Engagement: the engagement of the Consultant
by the Company on the terms of this agreement. 
 Group Company: the Company, any company of which it is a Subsidiary (its
holding company) and any Subsidiaries of the Company or of any such holding company. 

  
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 Intellectual Property Rights: patents, rights to inventions, copyright and related
rights, trade marks, trade names and domain names, rights in get-up, rights in goodwill or to sue for passing off, rights in designs, rights in computer software, database rights, rights in confidential information (including know-how and trade
secrets) and any other intellectual property rights, in each case whether registered or unregistered and including all applications (or rights to apply) for, and renewals or extensions of, such rights and all similar or equivalent rights or forms of
protection which may now or in the future subsist in any part of the world. 
 Invention: any invention, idea, discovery,
development, improvement or innovation made by the Consultant in the provision of the Services, whether or not patentable or capable of registration, and whether or not recorded in any medium. 

Pre-Contractual Statement: any undertaking, promise, assurance, statement, representation, warranty or understanding (whether in
writing or not) of any person (whether party to this agreement or not) relating to the Engagement other than as expressly set out in this agreement or any documents referred to in it. 

Services: the services to be provided by the Consultant in a consultancy capacity for the Company or any Group Company by the
Consultant’s Appointed Agent as set out in clause 3 and as more particularly described in the Schedule. 

Subsidiary: in relation to a company (a holding company) means a subsidiary and any other company which is a subsidiary of a
company which is itself a subsidiary of such holding company. 
 Termination Date: the date of termination of this
agreement howsoever arising. 
 Works: all records, reports, documents, papers, drawings, designs, transparencies, photos,
graphics, logos, typographical arrangements, software, and all other materials in whatever form, including but not limited to hard copy and electronic form, prepared by the Consultant’s Appointed Agent in the provision of the Services.

  

	1.2	The headings in this agreement are inserted for convenience only and shall not affect its construction. 

 

	1.3	A reference to a particular law is a reference to it as it is in force for the time being taking account of any amendment, extension, or re-enactment and includes any
subordinate legislation for the time being in force made under it. 

  

	1.4	A reference to one gender includes a reference to the other gender. 

  

	1.5	The schedules to this agreement form part of (and are incorporated into) this agreement. 

  
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	2.	TERM OF ENGAGEMENT 

  

	2.1	This framework agreement / call-off agreement is valid from 2013-01-07. The Company shall engage the Consultant and the Consultant’s Appointed Agents shall provide
the Services as agreed per project. 

  

	2.2	The Consultant confirms and undertakes that the Consultant’s Appointed Agent shall be Simon Färninger. In the event that Simon Färninger cannot perform
as the Consultant’s Appointed Agent the Consultant shall inform the Company of this in writing and the Company shall have the right to terminate the Agreement with immediate effect, acknowledging the requirement to pay any outstanding Fee and
Expenses up to the date of notice. 

  

	2.3	The Engagement shall commence on the Commencement Date and shall continue throughout the term unless and until terminated: 

 

	 	(a)	as provided by the terms of each Call-off agreement; or 

  

	 	(b)	by either party giving to the other not less than 30 days’ prior notice. 

 

	3.	DUTIES 

  

	3.1	During the Engagement the Consultant shall: 

  

	 	(a)	ensure that the Consultant’s Appointed Agent shall provide the Services with all due care, skill and ability and use his/her best endeavours to promote the
interests of any Group Company; and 

  

	 	(b)	unless prevented by ill health or accident, use all reasonable endeavours to ensure that the Services are provided by the Consultant’s Appointed Agent for at least
3 days per week throughout the Term unless otherwise agreed in writing between the parties. 

  

	3.2	If the Consultant’s Appointed Agent is unable to provide the Services due to illness or injury the Consultant shall advise the Company of that fact as soon as
reasonably practicable and shall provide such evidence of his/her illness or injury as the Company may reasonably require. For the avoidance of doubt, no fee shall be payable in accordance with clause 4 in respect of any period during which the
Services are not provided. 

  

	3.3	The Consultant shall use reasonable endeavours to ensure that the Consultant’s Appointed Agent is available at all times on reasonable notice to provide such
assistance or information as the Company may require. 

  

	3.4	Unless it has been specifically authorised to do so by the Company in writing, neither the Consultant nor the Consultant’s Appointed Agent shall:

  

	 	(a)	have any authority to incur any expenditure in the name of or for the account of the Company; or 

 

	 	(b)	hold themselves out as having authority to bind the Company. 

  
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	3.5	The Consultant shall ensure that the Consultant’s Appointed Agent complies with all reasonable standards of safety and comply with the Company’s health and
safety procedures from time to time in force at the premises where the Services are provided and report to the Company any unsafe working conditions or practices. 

 

	3.6	The Consultant undertakes to the Company that during the Engagement it shall take all reasonable steps to offer (or cause to be offered) to the Company any Business
Opportunities as soon as practicable after the same shall have come to its knowledge and in any event before the same shall have been offered by the Consultant (or caused by the Consultant to be offered) to any other party. 

 

	3.7	The Consultant may use another person, firm or company to perform any administrative, clerical or secretarial functions which are reasonably incidental to the provision
of the Services provided that the Company will not be liable to bear the cost of such functions. 

  

	4.	FEES 

  

	4.1	The Company shall pay the Consultant a consultancy fee of : 

 

			
	 Back End developer:
	  	800 SEK per hour or as agreed
	 Front End developer:
	  	800 SEK per hour or as agreed
	 Interaction design:
	  	800 SEK per hour or as agreed
	 Project Management:
	  	800 SEK per hour or as agreed

 On the last working day of each month during the Engagement the Consultant shall submit to the
Company an invoice which gives details of the hours the Consultant’s Appointed Agents have worked during the month, the Services provided and the amount of the fee payable for the Services during that month. 

 

	4.2	In consideration of the provision of the Services during the Engagement, the Company shall pay each invoice submitted by the Consultant in accordance with clause 4.1
within thirty (30) days of receipt. 

  

	4.3	On Friday at the end of each week during the Engagement, unless otherwise agreed, the Consultant shall submit to the Company a timesheet setting out the hours worked by
the Consultant’s Appointed Agent during the preceding week for review and approval by the relevant Project Manager on behalf of the Company. 

  

	4.4	The Company shall be entitled to deduct from the fees (and any other sums) due to the Consultant any sums that the Consultant may owe to the Company or any Group
Company at any time. 

  
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	5.	EXPENSES 

  

	5.1	The Company shall reimburse (or procure the reimbursement of) all reasonable expenses properly and necessarily incurred by the Consultant in the course of the
Engagement, subject to production of receipts or other appropriate evidence of payment. All travel between shall be agreed in advance in writing (email sufficing) between the parties. All air travel shall be non-flexible economy flights unless first
otherwise agreed in writing between the parties. 

  

	5.2	If the Consultant is required to travel abroad in connection with the provision of the Services it shall be responsible for any necessary insurances, inoculations and
immigration requirements and shall first agree such travel with the Company in writing. 

  

	6.	EXCLUSIVITY AND OTHER ACTIVITIES 

  

	6.1	Nothing in this agreement shall prevent the Consultant from being engaged, concerned or having any financial interest in any capacity in any other business, trade,
profession or occupation during the Engagement provided that: 

  

	 	(a)	such activity does not cause a breach of any of the Consultant’s obligations under this agreement; and 

 

	 	(b)	the Consultant shall not engage in any such activity if it relates to any of the organisations set out below without the prior written consent of the Company during the
term of this agreement and for a period of six (6) months following the termination of this agreement: 

  

	 	(i)	WorldWinner 

  

	 	(ii)	GameDuell; 

  

	 	(iii)	PopCap; 

  

	 	(iv)	Zynga; 

  

	 	(v)	Wooga; 

  

	 	(vi)	SuperCell; 

  

	 	(vii)	SocialPoint; and 

  

	 	(viii)	Rovio 

  

	7.	CONFIDENTIAL INFORMATION 

  

	7.1	The Consultant acknowledges that in the course of the Engagement it will have access to Confidential Information. The Consultant has therefore agreed to accept the
restrictions in this clause 7. 

  
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	7.2	The Consultant shall not (except in the proper course of its duties) either during the Engagement or at any time after the Termination Date, use or disclose to any
person, firm or company (and shall use its best endeavours to prevent the publication or disclosure of) any Confidential Information. This restriction does not apply to: 

 

	 	(a)	any use or disclosure authorised by the Company or required by law; or 

  

	 	(b)	any information which is already in, or comes into, the public domain otherwise than through the Consultant’s unauthorised disclosure. 

 

	7.3	Upon termination of this agreement, the Consultant shall destroy all Confidential Information provided by or on behalf of the Company throughout the term of this
agreement in any form whatsoever, including but not limited to all and any Powerpoint presentations that the Consultant may have created for the Company as part of the provision of the Services. 

 

	8.	DATA PROTECTION 

  

	8.1	The Consultant consents to any Group Company holding and processing data relating to it and the Consultant’s Appointed Agent for legal, personnel, administrative
and management purposes and in particular to the processing of any “sensitive personal data” relating to the Consultant including, as appropriate: 

 

	 	(a)	information about the Consultant’s physical or mental health or condition in order to monitor sick leave and take decisions as to the Consultant’s fitness for
work; 

  

	 	(b)	the Consultant’s racial or ethnic origin or religious or similar beliefs in order to monitor compliance with equal opportunities legislation; and

  

	 	(c)	information relating to any criminal proceedings in which the Consultant has been involved for insurance purposes and in order to comply with legal requirements and
obligations to third parties. 

  

	8.2	The Consultant consents to the Company making such information available to any Group Company, those who provide products or services to the Company and any Group
Company (such as advisers), regulatory authorities, governmental or quasi governmental organisations and potential purchasers of the Company or any part of its business. 

 

	8.3	The Consultant consents to the transfer of such information to the Company’s and any Group Company’s business contacts outside the European Economic Area in
order to further their business interests. 

  

	9.	INTELLECTUAL PROPERTY 

  

	9.1	The Consultant hereby assigns to the Company all existing and future Intellectual Property Rights in the Works and the Inventions and all materials embodying such
rights to the fullest extent permitted by law. Insofar as they do not so vest automatically by operation of law or under this agreement, the Consultant holds legal title in such rights and inventions on trust for the Company.

  
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	9.2	The Consultant undertakes: 

  

	 	(a)	to notify to the Company in writing full details of any Works and Inventions promptly on their creation; 

 

	 	(b)	to keep confidential details of all Inventions; 

  

	 	(c)	whenever requested to do so by the Company and in any event on the termination of the Engagement, promptly to deliver to the Company all correspondence, documents,
papers and records on all media (and all copies or abstracts of them), recording or relating to any part of the Works and the process of their creation which are in its possession, custody or power; 

 

	 	(d)	not to register nor attempt to register any of the Intellectual Property Rights in the Works, nor any of the Inventions, unless requested to do so by the Company; and

  

	 	(e)	to do all acts necessary to confirm that absolute title in all Intellectual Property Rights in the Works and the Inventions has passed, or will pass, to the Company.

  

	9.3	The Consultant warrants to the Company that: 

  

	 	(a)	it has not given and will not give permission to any third party to use any of the Works or the Inventions, nor any of the Intellectual Property Rights in the Works;

  

	 	(b)	it is unaware of any use by any third party of any of the Works or Intellectual Property Rights in the Works; and 

 

	 	(c)	the use of the Works or the Intellectual Property Rights in the Works by the Company will not infringe the rights of any third party. 

 

	9.4	The Consultant waives any moral rights in the Works to which it is now or may at any future time be entitled under any applicable copyright, designs or patent laws or
any similar provisions of law in any jurisdiction, including (but without limitation) the right to be identified, the right of integrity and the right against false attribution, and agrees not to institute, support, maintain or permit any action or
claim to the effect that any treatment, exploitation or use of such Works or other materials, infringes the Consultant’s moral rights. 

  

	9.5	The Consultant acknowledges that no further remuneration or compensation other than that provided for in this agreement is or may become due to the Consultant in
respect of the performance of its obligations under this clause 9. 

  
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	9.6	The Consultant undertakes, at the expense of the Company, at any time either during or after the Engagement, to execute all documents, make all applications, give all
assistance and do all acts and things as may, in the opinion of the Company, be necessary or desirable to vest the Intellectual Property Rights in, and to register them in, the name of the Company and to defend the Company against claims that works
embodying Intellectual Property Rights or Inventions infringe third party rights, and otherwise to protect and maintain the Intellectual Property Rights in the Works and the Inventions. 

 

	9.7	The Consultant hereby irrevocably appoints the Company to be its attorney to execute and do any such instrument or thing and generally to use its name for the purpose
of giving the Company or its nominee the benefit of this clause 9. 

  

	10.	TERMINATION 

  

	10.1	Notwithstanding the provisions of clause 2.2, the Company may terminate the Engagement with immediate effect with no liability to make any further payment to the
Consultant (other than in respect of amounts accrued prior to the Termination Date) if at any time the Consultant: 

  

	 	(a)	is guilty of any gross misconduct affecting the business any Group Company; or 

 

	 	(b)	commits any serious or repeated breach or non-observance of any of the provisions of this agreement or refuses or neglects to comply with any reasonable and lawful
directions of the Company; or 

  

	 	(c)	is convicted of any criminal offence (other than an offence under any road traffic legislation in Sweden or elsewhere for which a fine or non-custodial penalty is
imposed); or 

  

	 	(d)	is in the reasonable opinion of the Company negligent and incompetent in the performance of the Services; or 

 

	 	(e)	is declared bankrupt or makes any arrangement with or for the benefit of his/her creditors or has a county court administration order made against him/her; or

  

	 	(f)	is incapacitated (including by reason of illness or accident) from providing the Services for an aggregate period of 30 working days in any 52 week consecutive period;
or 

  

	 	(g)	is guilty of any fraud or dishonesty or acts in any manner which in the opinion of the Company brings or is likely to bring the Consultant or any Group Company into
disrepute or is materially adverse to the interests of any Group Company. 

  

	10.2	The rights of the Company under clause 10.1 are without prejudice to any other rights that it might have at law to terminate the Engagement or to accept any breach of
this agreement on the part of the Consultant as having brought the agreement to an end. Any delay by the Company in exercising its rights to terminate shall not constitute a waiver thereof. 

  
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	11.	OBLIGATIONS UPON TERMINATION 

On the Termination Date the Consultant shall: 
  

	 	(a)	immediately deliver to the Company all documents, books, materials, records, correspondence, papers and information (on whatever media and wherever located) relating to
the business or affairs of any Group Company or their business contacts, any keys, and any other property of any Group Company, which is in its possession or under its control; 

 

	 	(b)	irretrievably delete any information relating to the business of any Group Company stored on any magnetic or optical disk or memory and all matter derived from such
sources which is in its possession or under its control outside the premises of the Company; and 

  

	 	(c)	provide a signed statement that it has complied fully with its obligations under this clause 11. 

 

	12.	STATUS 

  

	12.1	The relationship of the Consultant to the Company will be that of independent contractor and nothing in this agreement shall render the Consultant or the
Consultant’s Appointed Agent an employee, worker, agent or partner of the Company and the Consultant shall ensure that neither it nor the Consultant’s Appointed Agent shall hold itself/himself/herself out as such. 

 

	12.2	This agreement constitutes a contract for the provision of services and not a contract of employment and accordingly the Consultant shall be fully responsible for and
shall indemnify the Company or any Group Company for and in respect of: 

  

	 	(a)	any income tax, National Insurance and Social Security contributions and any other liability, deduction, contribution, assessment or claim arising from or made in
connection with the performance of the Services, where such recovery is not prohibited by law. The Consultant shall further indemnify the Company against all reasonable costs, expenses and any penalty, fine or interest incurred or payable by the
Company in connection with or in consequence of any such liability, deduction, contribution, assessment or claim; 

  

	 	(b)	any liability for any employment-related claim or any claim based on worker status (including reasonable costs and expenses) brought by the Consultant against the
Company arising out of or in connection with the provision of the Services, except where such claim is as a result of any act or omission of the Company. 

  
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	12.3	The Company may at its option satisfy such indemnity (in whole or in part) by way of deduction from any payments due to the Consultant. 

 

	13.	NOTICES 

  

	13.1	Any notice given under this agreement shall be in writing and signed by or on behalf of the party giving it and shall be served by delivering it personally, or sending
it by pre-paid recorded delivery or registered post to the relevant party at (in the case of the Company) its registered office for the time being and (in the case of the Consultant) its registered office for the time being or its last known
address, or by sending it by fax to the fax number notified by the relevant party to the other party. Any such notice shall be deemed to have been received: 

 

	 	(a)	if delivered personally, at the time of delivery; 

  

	 	(b)	in the case of pre-paid recorded delivery or registered post, 48 hours from the date of posting; and 

 

	 	(c)	in the case of fax, at the time of transmission. 

  

	13.2	In proving such service it shall be sufficient to prove that the envelope containing such notice was addressed to the address of the relevant party and delivered either
to that address or into the custody of the postal authorities as a pre-paid recorded delivery or registered post or that the notice was transmitted by fax to the fax number of the relevant party). 

 

	14.	ENTIRE AGREEMENT 

 Each party on behalf of itself and (in the case of the Company, as agent for any Group Companies) acknowledges and agrees with the Company acting on behalf of itself and as agent for each Group Company)
that: 
  

	 	(a)	this agreement together with any documents referred to in it constitute the entire agreement and understanding between the Consultant and any Group Company and
supersedes any previous agreement between them relating to the Engagement (which shall be deemed to have been terminated by mutual consent); 

  

	 	(b)	in entering into this agreement neither party nor any Group Company has relied on any Pre-Contractual Statement; and 

 

	 	(c)	the only remedy available to either party for breach of this agreement shall be for breach of contract under the terms of this agreement and it shall have no right of
action against any other party in respect of any Pre-Contractual Statement. Nothing in this agreement shall, however, operate to limit or exclude any liability for fraud. 

  
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	15.	GENERAL 

  

	15.1	This agreement shall be governed by and construed in accordance with Swedish law and the Parties shall submit to the exclusive jurisdiction of the Swedish Courts.

  

	15.2	Any amendments or additions to this agreement shall be agreed by the Parties in writing, signed by the Parties. 

 

	15.3	Should any provision of this agreement be or become invalid, the validity of the other provision(s) shall not be affected thereby. 

 

	15.4	The Consultant shall inform the Company of any change of address. 

  

	15.5	This agreement has been signed in duplicate. 

  
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 Schedule of Services 
 The consultant shall perform the following services : 
 Back End development 

Front End development 
 Project Management

 Interaction design 
 This is a
framework agreement / call-off agreement meaning that the agent fees apply to all projects that the company starts and that the consultant accepts to participate in during the term of the agreement. The scope of engagement and services required is
determined at the start of each individual project. 
 Ordering service is done by email in which the term, scope, fees and services required
for the project are agreed. 
  

					
	 Place and date:
 Stockholm
2013-01-07
 MIDASPLAYER AB
	 		 	 Place and date:
 Stockholm
2013-01-07
 Joshsthlm AB

			
	/s/ Lars Markgren	 		 	/s/ Andreas Ströberg
	Lars Markgren	 		 	Andreas Ströberg

  
 13Registered Apple Developer Agreement

 Exhibit 10.10 
 App Store Review Guidelines 
 Introduction 

We’re thrilled that you want to invest your talents and time to develop applications for i0S. It has been a rewarding experience - both
professionally and financially - for tens of thousands of developers and we want to help you join this successful group. This is the first time we have published our App Store Review Guidelines. We hope they will help you steer clear of issues as
you develop your app, so that it speeds through the approval process when you submit it. 
 We view Apps different than books or songs, which we
do not curate. If you want to criticize a religion, write a book. If you want to describe sex, write a book or a song, or create a medical app. It can get complicated, but we have decided to not allow certain kinds of content in the App Store. It
may help to keep some of our broader themes in mind: 
  

	•	 	 We have lots of kids downloading lots of apps, and parental controls don’t work unless the parents set them up (many don’t). So know that
we’re keeping an eye out for the kids. 

  

	•	 	 We have over 250,000 apps in the App Store. We don’t need any more Fart apps. If your app doesn’t do something useful or provide some form of
lasting entertainment, it may not be accepted. 

  

	•	 	 If your App looks like it was cobbled together in a few days, or you’re trying to get your first practice App into the store to impress your
friends, please brace yourself for rejection. We have lots of serious developers who don’t want their quality Apps to be surrounded by amateur hour. 

 

	•	 	 We will reject Apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said,
“I’ll know it when I see it”. And we think that you will also know it when you cross it. 

  

	•	 	 If your app is rejected, we have a Review Board that you can appeal to. If you run to the press and trash us, it never helps.

  

	•	 	 This is a living document, and new apps presenting new questions may result in new rules at any time. Perhaps your app will trigger this.

 Lastly, we love this stuff too, and honor what you do. We’re really trying our best to create the best platform in the
world for you to express your talents and make a living too. If it sounds like we’re control freaks, well, maybe it’s because we’re so committed to our users and making sure they have a quality experience with our products. Just like
almost all of you are too. 

 Table of Contents 
  

			
	1.	  	 Terms and conditions

	2.	  	 Functionality

	3.	  	 Metadata, ratings and rankings

	4.	  	 Location

	5.	  	 Push notifications

	6.	  	 Game Center

	7.	  	 iAds

	8.	  	 Trademarks and trade dress

	9.	  	 Media content

	10.	  	 User interface

	11.	  	 Purchasing and currencies

	12.	  	 Scraping and aggregation

	13.	  	 Damage to device

	14.	  	 Personal attacks

	15.	  	 Violence

	16.	  	 Objectionable content

	17.	  	 Privacy

	18.	  	 Pornography

	19.	  	 Religion, culture, and ethnicity

	20.	  	 Contests, sweepstakes, lotteries, and raffles

	21.	  	 Charities and contributions

	22.	  	 Legal requirements

  

	1.	Terms and conditions 

  

	1.1	As a developer of applications for the App Store you are bound by the terms of the Program License Agreement (PLA), Human Interface Guidelines (HIG), and any
other licenses or contracts between you and Apple. The following rules and examples are intended to assist you in gaining acceptance for your app in the App Store, not to amend or remove provisions from any other agreement. 

 

	2.	Functionality 

  

	2.1	Apps that crash will be rejected 

  

	2.2	Apps that exhibit bugs will be rejected 

  

	2.3	Apps that do not perform as advertised by the developer will be rejected 

 

	2.4	Apps that include undocumented or hidden features inconsistent with the description of the app will be rejected 

 

	2.5	Apps that use non-public APIs will be rejected 

  
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	2.6	Apps that read or write data outside its designated container area will be rejected 

 

	2.7	Apps that download code in any way or form will be rejected 

 

	2.8	Apps that install or launch other executable code will be rejected 

 

	2.9	Apps that are “beta”, “demo”, “trial”, or “test” versions will be rejected 

 

	2.10	iPhone apps must also run on iPad without modification, at iPhone resolution, and at 2X iPhone 3GS resolution 

 

	2.11	Apps that duplicate apps already in the App Store may be rejected, particularly if there are many of them 

 

	2.12	Apps that are not very useful or do not provide any lasting entertainment value may be rejected 

 

	2.13	Apps that are primarily marketing materials or advertisements will be rejected 

 

	2.14	Apps that are intended to provide trick or fake functionality that are not clearly marked as such will be rejected 

 

	2.15	Apps larger than 20MB in size will not download over cellular networks (this is automatically prohibited by the App Store) 

 

	2.16	Multitasking apps may only use background services for their intended purposes: VoIP, audio playback, location, task completion, local notifications, etc.

  

	2.17	Apps that browse the web must use the iOS WebKit framework and WebKit Javascript 

 

	2.18	Apps that encourage excessive consumption of alcohol or illegal substances, or encourage minors to consume alcohol or smoke cigarettes, will be
rejected 

  

	2.19	Apps that provide incorrect diagnostic or other inaccurate device data will be rejected 

 

	2.20	Developers “spamming” the App Store with many versions of similar apps will be removed from the iOS Developer Program

  

	3.	Metadata (name, descriptions, ratings, rankings, etc.) 

  

	3.1	Apps with metadata that mentions the name of any other mobile platform will be rejected 

 

	3.2	Apps with placeholder text will be rejected 

  

	3.3	Apps with descriptions not relevant to the application content and functionality will be rejected 

 

	3.4	App names in iTunes Connect and as displayed on a device should be similar, so as not to cause confusion 

  
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	3.5	Small and large app icons should be similar, so as to not to cause confusion 

 

	3.6	Apps with app icons and screenshots that do not adhere to the 4+ age rating will be rejected 

 

	3.7	Apps with Category and Genre selections that are not appropriate for the app content will be rejected 

 

	3.8	Developers are responsible for assigning appropriate ratings to their apps. Inappropriate ratings may be changed by Apple 

 

	3.9	Developers are responsible for assigning appropriate keywords for their apps. Inappropriate keywords may be changed/deleted by Apple

  

	3.10	Developers who attempt to manipulate or cheat the user reviews or chart ranking in the App Store with fake or paid reviews, or any other inappropriate methods
will be removed from the iOS Developer Program 

  

	4.	Location 

  

	4.1	Apps that do not notify and obtain user consent before collecting, transmitting, or using location data will be rejected 

 

	4.2	Apps that use location-based APIs for automatic or autonomous control of vehicles, aircraft, or other devices will be rejected

  

	4.3	Apps that use location-based APIs for dispatch, fleet management, or emergency services will be rejected 

 

	5.	Push notifications 

  

	5.1	Apps that provide Push Notifications without using the Apple Push Notification (APN) API will be rejected 

 

	5.2	Apps that use the APN service without obtaining a Push Application ID from Apple will be rejected 

 

	5.3	Apps that send Push Notifications without first obtaining user consent will be rejected 

 

	5.4	Apps that send sensitive personal or confidential information using Push Notifications will be rejected 

 

	5.5	Apps that use Push Notifications to send unsolicited messages, or for the purpose of phishing or spamming will be rejected 

 

	5.6	Apps cannot use Push Notifications to send advertising, promotions, or direct marketing of any kind 

 

	5.7	Apps cannot charge users for use of Push Notifications 

  
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	5.8	Apps that excessively use the network capacity or bandwidth of the APN service or unduly burden a device with Push Notifications will be rejected

  

	5.9	Apps that transmit viruses, files, computer code, or programs that may harm or disrupt the normal operation of the APN service will be rejected

  

	6.	Game Center 

  

	6.1	Apps that display any Player ID to end users or any third party will be rejected 

 

	6.2	Apps that use Player IDs for any use other than as approved by the Game Center terms will be rejected 

 

	6.3	Developers that attempt to reverse lookup, trace, relate, associate, mine, harvest, or otherwise exploit Player IDs, alias, or other information obtained through
the Game Center will be removed from the iOS Developer Program 

  

	6.4	Game Center information, such as Leaderboard scores, may only be used in apps approved for use with the Game Center 

 

	6.5	Apps that use Game Center service to send unsolicited messages, or for the purpose of phishing or spamming will be rejected 

 

	6.6	Apps that excessively use the network capacity or bandwidth of the Game Center will be rejected 

 

	6.7	Apps that transmit viruses, files, computer code, or programs that may harm or disrupt the normal operation of the Game Center service will be rejected

  

	7.	iAds 

  

	7.1	Apps that artificially increase the number of impressions or click-throughs of ads will be rejected 

 

	7.2	Apps that contain empty iAd banners will be rejected 

  

	7.3	Apps that are designed predominantly for the display of ads will be rejected 

 

	8.	Trademarks and trade dress 

  

	8.1	Apps must comply with all terms and conditions explained in the Guidelines for using Apple Trademark and Copyrights and the Apple Trademark List

  

	8.2	Apps that suggest or infer that Apple is a source or supplier of the app, or that Apple endorses any particular representation regarding quality or
functionality will be rejected 

  

	8.3	Apps which appear confusingly similar to an existing Apple product or advertising theme will be rejected 

  
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	8.4	Apps that misspell Apple product names in their app name (i.e., GPS for Iphone, iTunz) will be rejected 

 

	8.5	Use of protected 3rd party material (trademarks, copyrights, trade secrets, otherwise proprietary content) requires a documented rights check which must be
provided upon request 

  

	8.6	Google Maps and Google Earth images obtained via the Google Maps API can be used within an application if all brand features of the original content
remain unaltered and fully visible. Apps that cover up or modify the Google logo or copyright holders identification will be rejected 

  

	9.	Media content 

  

	9.1	Apps that do not use the MediaPlayer framework to access media in the Music Library will be rejected 

 

	9.2	App user interfaces that mimic any iPod interface will be rejected 

 

	9.3	Audio streaming content over a cellular network may not use more than 5MB over 5 minutes 

 

	9.4	Video streaming content over a cellular network longer than 10 minutes must use HTTP Live Streaming and include a baseline 64 kbps audio-only HTTP Live
stream 

  

	10.	User interface 

  

	10.1	Apps must comply with all terms and conditions explained in the Apple iPhone Human Interface Guidelines and the Apple iPad Human Interface
Guidelines 

  

	10.2	Apps that look similar to apps bundled on the iPhone, including the App Store, iTunes Store, and iBookstore, will be rejected

  

	10.3	Apps that do not use system provided items, such as buttons and icons, correctly and as described in the Apple iPhone Human Interface Guidelines and the
Apple iPad Human Interface Guidelines may be rejected 

  

	10.4	Apps that create alternate desktop/home screen environments or simulate multi-app widget experiences will be rejected 

 

	10.5	Apps that alter the functions of standard switches, such as the Volume Up/Down and Ring/Silent switches, will be rejected 

 

	10.6	Apple and our customers place a high value on simple, refined, creative, well thought through interfaces. They take more work but are worth it. Apple sets a high
bar. If your user interface is complex or less than very good it may be rejected 

  
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	11.	Purchasing and currencies 

  

	11.1	Apps that unlock or enable additional features or functionality with mechanisms other than the App Store will be rejected 

 

	11.2	Apps utilizing a system other than the In App Purchase API (IAP) to purchase content, functionality, or services in an app will be rejected

  

	11.3	Apps using IAP to purchase physical goods or goods and services used outside of the application will be rejected 

 

	11.4	Apps that use IAP to purchase credits or other currencies must consume those credits within the application 

 

	11.5	Apps that use IAP to purchase credits or other currencies that expire will be rejected 

 

	11.6	Content subscriptions using IAP must last a minimum of 30 days and be available to the user from all of their iOS devices 

 

	11.7	Apps that use IAP to purchase items must assign the correct Purchasability type 

 

	11.8	Apps that use IAP to purchase access to built-in capabilities provided by i0S, such as the camera or the gyroscope, will be rejected 

 

	11.9	Apps containing “rental” content or services that expire after a limited time will be rejected 

 

	11.10	Insurance applications must be free, in legal-compliance in the regions distributed, and cannot use IAP 

 

	11.11	In general, the more expensive your app, the more thoroughly we will review it 

 

	12.	Scraping and aggregation 

  

	12.1	Applications that scrape any information from Apple sites (for example from apple.com, iTunes Store, App Store, iTunes Connect, Apple Developer Programs, etc.)
or create rankings using content from Apple sites and services will be rejected 

  

	12.2	Applications may use approved Apple RSS feeds such as the iTunes Store RSS feed 

 

	12.3	Apps that are simply web clippings, content aggregators, or a collection of links, may be rejected 

 

	13.	Damage to device 

  

	13.1	Apps that encourage users to use an Apple Device in a way that may cause damage to the device will be rejected 

 

	13.2	Apps that rapidly drain the device’s battery or generate excessive heat will be rejected 

  
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	14.	Personal attacks 

  

	14.1	Any app that is defamatory, offensive, mean-spirited, or likely to place the targeted individual or group in harms way will be rejected 

 

	14.2	Professional political satirists and humorists are exempt from the ban on offensive or mean-spirited commentary 

 

	15.	Violence 

  

	15.1	Apps portraying realistic images of people or animals being killed or maimed, shot, stabbed, tortured or injured will be rejected 

 

	15.2	Apps that depict violence or abuse of children will be rejected 

  

	15.3	“Enemies” within the context of a game cannot solely target a specific race, culture, a real government or corporation, or any other real entity

  

	15.4	Apps involving realistic depictions of weapons in such a way as to encourage illegal or reckless use of such weapons will be rejected

  

	15.5	Apps that include games of Russian roulette will be rejected 

  

	16.	Objectionable content 

  

	16.1	Apps that present excessively objectionable or crude content will be rejected 

 

	16.2	Apps that are primarily designed to upset or disgust users will be rejected 

 

	17.	Privacy 

  

	17.1	Apps cannot transmit data about a user without obtaining the user’s prior permission and providing the user with access to information about how and
where the data will be used 

  

	17.2	Apps that require users to share personal information, such as email address and date of birth, in order to function will be rejected 

 

	17.3	Apps that target minors for data collection will be rejected 

  

	18.	Pornography 

  

	18.1	Apps containing pornographic material, defined by Webster’s Dictionary as “explicit descriptions or displays of sexual organs or activities
intended to stimulate erotic rather than aesthetic or emotional feelings”, will be rejected 

  

	18.2	Apps that contain user generated content that is frequently pornographic (ex “Chat Roulette” apps) will be rejected 

  
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	19.	Religion, culture, and ethnicity 

  

	19.1	Apps containing references or commentary about a religious, cultural or ethnic group that are defamatory, offensive, mean-spirited or likely to expose the
targeted group to harm or violence will be rejected 

  

	19.2	Apps may contain or quote religious text provided the quotes or translations are accurate and not misleading. Commentary should be educational or informative
rather than inflammatory 

  

	20.	Contests, sweepstakes, lotteries, and raffles 

  

	20.1	Sweepstakes and contests must be sponsored by the developer/company of the app 

 

	20.2	Official rules for sweepstakes and contests, must be presented in the app and make it clear that Apple is not a sponsor or involved in the activity in any manner

  

	20.3	It must be permissible by law for the developer to run a lottery app, and a lottery app must have all of the following characteristics: consideration, chance,
and a prize 

  

	20.4	Apps that allow a user to directly purchase a lottery or raffle ticket in the app will be rejected 

 

	21.	Charities and contributions 

  

	21.1	Apps that include the ability to make donations to recognized charitable organizations must be free 

 

	21.2	The collection of donations must be done via a web site in Safari or an SMS 

 

	22.	Legal requirements 

  

	22.1	Apps must comply with all legal requirements in any location where they are made available to users. It is the developer’s obligation to understand and
conform to all local laws 

  

	22.2	Apps that contain false, fraudulent or misleading representations will be rejected 

 

	22.3	Apps that solicit, promote, or encourage criminal or clearly reckless behavior will be rejected 

 

	22.4	Apps that enable illegal file sharing will be rejected 

  

	22.5	Apps that are designed for use as illegal gambling aids, including card counters, will be rejected 

 

	22.6	Apps that enable anonymous or prank phone calls or SMS/MMS messaging will be rejected 

 

	22.7	Developers who create apps that surreptitiously attempt to discover user passwords or other private user data will be removed from the iOS Developer Program

  
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 Living document 
 This document represents our best efforts to share how we review apps submitted to the App Store, and we hope it is a helpful guide as you develop and submit your apps. It is a living document that will
evolve as we are presented with new apps and situations, and we’ll update it periodically to reflect these changes. 
 Thank you for
developing for i0S. Even though this document is a formidable list of what not to do, please also keep in mind the much shorter list of what you must do. Above all else, join us in trying to surprise and delight users. Show them their world in
innovative ways, and let them interact with it like never before. In our experience, users really respond to polish, both in functionality and user interface. Go the extra mile. Give them more than they expect. And take them places where they have
never been before. We are ready to help. 
 © Apple, 2010 

  
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