Many mobile apps, particularly games, offer users credits toward in-app purchases if they "like" the app on social media; others give credit if users watch a video promoting other products, often other mobile apps. These arrangements have given mobile development firms ways to increase their revenue and marketing efforts while offering users a free way to make in-app purchases.
But Apple is putting an end to these practices with the iOS 8 App Store. Several developers claim to have received rejection notices related to the new policy already. One was told, "You can advertise your own games via the standard ad networks. However, when you have a 'More Games' or 'Other Games' you should only market your own games."
It's unclear what will happen to existing apps, like Candy Crush Saga, that have been rewarding social sharing and video views for some time. Ad networks like Tapjoy will also likely be affected.