Is it possible to upload many similar iPhone apps to App Store under separate brands (white-labeling)?

If I develop iPhone app and sell it to variety of brands as a white-label app, is this going to problem for Apple (approval process)? Do they allow similar apps to be downloaded under different brands? Example: two similar apps with different content. Car photo app - one for Toyota, one for Mercedes-Benz?
Answer:

Yes. A prominent example was that the Borders eReader app is a reskin of the Kobo eReader - and they didn't even bother to differentiate the content; just the look and feel. However, it looks like the Borders app was removed from the store, likely by Borders (due to the recent in-app purchases fiasco).

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Other answers

It's been done-- check out Mobile Roadie (http://mobileroadie.com/), for example.

Tom Harrington

You might want to re-think the idea. One app developer who made some 50 radio station apps for different stations had them all shut down by apple because they were too "Similar". They were all submitted to the app store from the same developer and didn't have enough of a difference for apple to allow them to continue as separate apps. Apple's response to the developer was to put all of the radio stations in to one app. Not doable because they were from different companies. My suggestion would be to build the app but help the client to submit the app to the app store. This might make it a bit harder for Apple to just say that they are all the same. There have been a number of cases where there are apps that are just feeds of different sites or different topics, but everything is the same (UI, Tabs, colours, etc), and they have been shut down for it. Just a word of caution.

Sudhir Datta

I'm almost positive you can do this. I've heard of several companies that make apps for companies that are more or less the same as others in their space. I just heard of someone doing this for bands.

Alex Schiff

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