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Waugh and Basecamp didn't think that rule applied. Hey does cost $99 a year, but users can't sign up or pay within the iOS app. It's an app for using an existing outside service, just like Basecamp's eponymous platform — and Netflix and Slack and countless other apps. "So we were like, OK, maybe we just got the Monday morning reviewer," Basecamp co-founder and CTO David Heinemeier Hansson said. Lots of developers over the years have found that their app-review luck sometimes depended on who happened to be looking, and whether they'd had coffee yet. So Basecamp fixed more bugs, submitted a new version — 1.0.2 — and hoped for the best.

The app sat in the queue for review, then in the "under review" status for far longer than usual. Then Waugh got a phone call. The Apple reviewer said he was calling because the new app hadn't resolved the issue with rule 3.1.1. The issue had been escalated internally, and Apple had determined it was a valid rejection — the only way to move forward would be to implement Apple's payments system. And not only that: Waugh was told that Apple would like a commitment and a timeline for implementing the payment system, or Apple might be forced to remove Hey from the App Store entirely.

When Waugh and Basecamp pointed out that there were many other apps — even email apps like Spark or Edison — that allowed users to log in to their existing accounts without signing up through Apple, the reviewer told them they wouldn't discuss other apps. And that was that.

Folks, this is one of the many reasons why I haven't brought an Apple product in years now. This is such bullshit right here.

What timing too as they're officially investigated by the EU:

As Heinemeier Hansson pointed out to me, it's bold timing for Apple to take such a strong stance. On Tuesday, the EU announced it is opening two antitrust probes into Apple's App Store dealings, looking into the way Apple uses its platform to squash competitors. Spotify has been complaining for years about Apple's App Store tax, its feature restrictions and more. On Tuesday, Kobo joined the complaint, calling it anticompetitive for Apple to both operate its own book store and to charge a 30% commission on all books Kobo sold on Apple devices. "Apple's anticompetitive behavior has intentionally disadvantaged competitors," Spotify said in a statement to The Wall Street Journal, "created an unlevel playing field, and deprived consumers of meaningful choice for far too long."