The App Store is ripe with apps that support the Apple Watch. Plenty more exist in the backlog, as many Developers note it’s taking longer than usual to see their apps feed through the bottleneck of Apple’s app review process. Today, Apple’s app review guidelines have changed, and the most notable difference affects Apple Watch apps. In the ‘User Interface’ section, Apple now says any Watch app that aims to do little more than tell time will be rejected outright.

The new rule, 10.7, says “Watch Apps whose primary function is telling time will be rejected”.

That’s likely a stopgap measure. Apple doesn’t let Developers create custom watch faces, so an app that simply told time would — in theory — be little more than a watch face.
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