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The OP title is " Apple now rejecting apps with Pebble Smartwatch support" Sorry but no Apple is not rejecting such apps... It just doesn't want other product name mentioned. And yes Apple is the gatekeeper of the Apple ecosystem... It is just the way it is. I am not saying that what Apple is doing is right, but the OP statement is wrong

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It's not just they're the gatekeeper, it's that as gatekeeper they're acting against users' interest in this case.

But there are apps in the App Store that their only purpose is as a companion for a Pebble app, not to mention the main Pebble app itself. It will be impossible for such apps to change their metadata to avoid mentioning Pebble. Therefore it appears that in the future Apple will be de-facto rejecting such apps.

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