Apple’s approach to so-called “vibe coding” apps is facing growing backlash from startups and investors, who argue that the company is enforcing App Store rules inconsistently as AI makes software creation faster and more automated.
Replit, a $9bn startup backed by Andreessen Horowitz, said Apple has blocked updates to its iPhone app. Another startup, Anything, reported repeated rejections and multiple removals of its app even after it had been approved and listed on the App Store.
Documents reviewed alongside developer communications suggest Apple is struggling to adapt its existing policies to a new wave of AI-powered tools that can generate, test, and deploy software almost instantly.
Apple maintains that its review system is focused on protecting user privacy and security, and it denies that the rise of AI-generated apps has slowed down approvals.
However, developers argue the company is applying outdated rules in ways that don’t fit this new category of software. Anything founder Dhruv Amin said the situation lacks clarity, adding that Apple should either enforce rules consistently or update them to reflect how AI development tools now work.
At the heart of the issue is Apple’s long-standing policy that prevents apps from downloading or executing code that changes their core functionality. Apple says this is necessary to prevent unverified software from running on iPhones.
In correspondence seen by the Financial Times, Apple told Anything that its AI-powered preview feature violated this rule, describing it as “downloading code.” After removing the feature, the startup resubmitted its app, only for it to be rejected again on the grounds that it offered too little functionality. The app was briefly reinstated in April before being removed again within a day, with Apple citing the same code-related restriction.
Apple did not explain why the app was initially approved or why it was later removed after being restored.
Replit also expressed frustration, saying it was “surprised and disappointed” by Apple’s decision to block updates despite years of compliance with App Store rules. The company said it is currently in discussions with Apple to resolve the issue. Vibecode, another developer in the same space, has also experienced delayed updates.
Meanwhile, other prominent vibe-coding platforms such as Lovable and Cursor have yet to release iOS apps, partly reflecting the strict controls Apple maintains over its mobile ecosystem compared to macOS.
Industry data from Sensor Tower shows a 30% year-on-year increase in global iOS app launches in 2025, highlighting a rapid acceleration in app creation, much of it driven by AI tools.
Experts say this reflects a broader shift in software development. Anastasios Angelopoulos, CEO of AI evaluation platform Arena, said AI agents are sharply lowering the barrier to building applications, contributing to a surge in so-called vibe coding.
Apple, however, is also integrating similar AI technology into its own ecosystem. In February, it upgraded its Xcode developer tools to include AI coding assistants from companies such as OpenAI and Anthropic.
Andreessen Horowitz partner David George warned that tightening enforcement under the justification of security could slow innovation and reduce competition, arguing that Apple should apply its rules more precisely rather than broadly restricting emerging AI app categories.
