One of the new App Store policy changes made this week is the addition of section 1.1.7, which requires developers to use the official in-app rating UI added in iOS 10.3 and states that they "will disallow custom review prompts" going forward. 9to5Mac reports: When the new App Store rating API was introduced in the iOS 10.3 beta period at the start of the year, adoption was optional but Apple warned that it would eventually become mandatory. It seems that time has come. Here's the relevant addition to the App Store Review guidelines: "Use the provided API to prompt users to review your app; this functionality allows customers to provide an App Store rating and review without the inconvenience of leaving your app, and we will disallow custom review prompts." The language is pretty clear-cut, use the Apple API and stop using custom implementations. The change to the Apple API has some advantages and drawbacks for developers and users.
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