Apple has announced it is relaxing its long-standing restrictions on App Store developers pushing marketing messages to iPhone and iPad users.

In new App Store review guidelines, published today, Apple advises that developers can now use push notifications to advertise, provided users give express permission.

In section 4.5.4 of the new guidelines, Apple says: “Push Notifications should not be used for promotions or direct marketing purposes unless customers have explicitly opted in to receive them via consent language displayed in your app’s UI, and you provide a method in your app for a user to opt out from receiving such messages.”

That’s a big change from Apple’s previous stance where it strictly prohibited developers from hawking their products through push…

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