White-Label apps in App Store

Hi everyone,

I’m looking for some real-world experiences from developers who have built and published white-label iOS apps.

By white-label I mean multiple apps that share essentially the same codebase and functionality, while changing things like:
App name
App icon/logo
Branding/colors
Possibly some small configuration differences

The actual data would be completely separate for each business: different database/tenant, different users, different customers, etc. However, from a functionality and UI perspective, the apps would be largely the same.

As an example (just an example), imagine a B2B platform for barbershops.
The company provides booking software to barbershops, but some barbers want their own customer-facing app:
“John’s Barbershop”
instead of asking their customers to download the generic platform app.
Customers would download John’s app, log in/register, see John’s services and availability, and book appointments.
Another barbershop could have:
“Mike’s Barbershop”
Same underlying application and infrastructure, but different branding, database/tenant, customers, services and content.

I’m particularly interested in how Apple treats this kind of model.
Has anyone here actually shipped something similar?
I’m curious about:
- App Store Review requirements
- Guideline 4.2.6 / template-generated apps
- Guideline 4.3 / repetitive or spam apps
- Whether each business needs its own Apple Developer account
- Whether publishing all the apps from the SaaS provider’s developer account is realistically viable
- Whether Unlisted Apps make any difference in this scenario
- How much differentiation Apple expects between each app
- Any issues you’ve encountered during review or later updates
- Whether Apple has ever asked you to consolidate everything into a single app

I’d especially appreciate experiences from people maintaining more than just 2-3 white-label apps.
How are you currently handling distribution, certificates, App Store Connect accounts and releases?

Any examples, lessons learned, risks or recommendations would be really helpful.

Thanks!