Concerns About Rule 4.3 Spam Restriction - Enlightenment Needed

>and also similar design

>because as a great part of features will be shared between the apps, we will reuse great (or at least some) of the code

If app review sniffs out seemingly templated apps in your case, I think your primary concern should be with 4.2.6, instead. 4.3 kicks in when you have more than a few apps...have you a number, yet?

Perhaps the best approach is for each client to have their own dev account, and their own unique app. Only app review knows how they will react otherwise.

I had a similar issue, and it took a lot of email, phone calls and appeals to finally have Apple understand the apps I'm developing. The reviewers are over zealous in their quest to enforce rule 4.3 and are doing more harm than good. I felt it was a huge waste of time and energy.

Did you try to submit the app under your own developer account? Or did you enroll the client, and submit their customized app through that client’s own developer account? (Note that you could contract to manage each client’s enrollment, which might potentially allow creating some nice ongoing revenue streams for you. Thus, if Apple approves each client’s apps when submitted under their own account, then rule 4.3 could create additional business opportunities for you.)

This article sums it up https://techcrunch.com/2017/12/08/apples-widened-ban-on-templated-apps-is-wiping-small-businesses-from-the-app-store/

Apple has gone off the charts with this. We are a white label company that deals with banks. We create not only an app, but a debit card and a website that the consumer uses. The website, debit card, and mobile app have all the same branding. This is what the consumer wants to see and trusts. However, we are being told to consolidate into one app. Why? Consumers don't know who we are. They know who their bank is and will search for their bank name in the app store. If you saying a "safe" experience is for a consumer to download an app that has no relation to any of the branding they have seen, then told to login with the credentials they log into the bank with and trust this unknown branded app, then clearly doesn't understand how the end user thinks or acts. This is actuallly harmful for the consumer and creates a huge risk for malicous apps to poise as a "container app" now because the container must contain all the apps.

Apple, figure it out

Someone wrote: "Consumers don't know who we are. They know who their bank is and will search for their bank name in the app store."

In that case, wouldn't a cautious customer want see the name of their bank also listed as the Developer of that app in the App store? Not some random white label processing company? I don't see how Apple would tell the legal departments of two completely independant bank corporations that they have to consolodate their apps under some random 3rd party developer name instead of their own two completely different company developer enrollments.