Yes, Apple approves the apps but only against their developer guidelines (security, user interface design, etc).
App Review Guidelines
The App Review Guidelines provide rules and examples across a range of topics, including user interface design, functionality, content, and the use of specific technologies. Ensure your apps comply with these guidelines before submitting them for review.
From: »developer.apple.com/appstore/gui ··· nes.html
Apple is NOT going to tell Netflix that they have to include queue management in their own Netflix app, for example.--
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