According to MacRumors, the popular language learning app Duolingo has reportedly been violating a core Apple design guideline. Multiple user reports on Reddit showed the app using the iPhone’s Live Activity feature to display an ad for its “Super” paid subscription. This ad appeared on the device’s Lock Screen and within the Dynamic Island on newer iPhone models. Apple’s official developer guidelines explicitly state that Live Activities “cannot be used to display ads or promotions” and should only show information related to ongoing tasks. Apps that break these interface rules face the potential penalty of being removed from the App Store. MacRumors noted they couldn’t replicate the ad, suggesting Duolingo may have already stopped the practice following user backlash.
A Bold And Risky Move
Here’s the thing: this is a pretty brazen move, even for a brand as famously cheeky as Duolingo. Using a system-level feature designed for things like sports scores or food delivery tracking to serve a promotional ad? That’s pushing the envelope. It feels like a deliberate test of boundaries. I mean, did they think Apple wouldn’t notice, or that users wouldn’t complain? The Dynamic Island and Lock Screen are prime digital real estate—they’re the first thing you see when you pick up your phone. Cluttering that space with ads is a surefire way to annoy your users, no matter how cute your mascot is.
The Pressure To Monetize
So why risk it? Look, Duolingo is a publicly traded company now, and the pressure to convert its massive user base into paying subscribers is immense. The freemium model is tough. You’ve got to constantly nudge free users toward that premium tier without driving them away entirely. This feels like a desperate, or at least overly aggressive, experiment in that conversion funnel. They basically tried to turn a system notification into a billboard. It’s a shortcut, and a messy one. There are cleaner ways to promote a subscription—within the app itself, via email, even through standard push notifications (though those can be turned off). This method invaded a space users don’t expect to see pure advertising.
Apple’s Walled Garden Enforcement
This incident is a perfect microcosm of the App Store ecosystem. Apple sets the rules for how apps can look and behave on its platform, especially for integrated features like Live Activities. The guidelines are there to maintain a consistent, and arguably higher-quality, user experience. But enforcement can sometimes seem inconsistent or reactive. Will Apple take action against a major app like Duolingo for this? Possibly. It sets a precedent. If they let it slide, what’s to stop every other app from turning the Dynamic Island into a mini Times Square? The fact that the ad seems to have disappeared quickly suggests Duolingo got a tap on the shoulder from Apple or decided the backlash wasn’t worth it. The rules of the walled garden are clear, and even the biggest apps can’t just ignore them.
