Maya is a hypotetical cupcake shop owner. Like many small business owners, she is trying her best to make it all work for her and her employees. Knowing that she needed a presence in the Apple App Store, but unable to afford a custom design from a development company, Maya hired a small shop specialized in providing business like her with a good enough app to enable her to connect with her customers with a price that she could afford. She was happy, so were her clients, but now Apple changed her policies for the App Store and her app is in danger of being removed for not being original enough.
These type of little ISV building apps for small business owners with prices much more reasonable than those practices by bespoke solution developers have their days numbered. Apparently Apple does not consider them a valid citizen of the App Store developer community. With the recent changes in their policies, Apple has the right to ban apps that appear to have been created by a template/generational app.