[simonh]

>I'm probably missing something, but can't Hey just make subscriptions in their page and let the App from free in the App Store?

That is exactly what they are doing at the moment. Apple has decided to invent a new requirement that this approach is only valid for business applications, and consumer client apps must offer in-app signup and purchase.

I'm generally pro-Apple on these issues. It's their store running on their products on their infrastructure. However in this case I don't believe Hey is violating the current stated and published app store rules. Apple's decision in this case seems capricious and arbitrary, and more than a little hypocritical.