Firstly, I’m not convinced that any of these rules are actually new policy, I think it’s just the first time Apple has formally written them down. Remember, the iOS beta for the Xbox Game Pass app passed the TestFlight review process precisely because it allowed the user to access one game and one game only.
New or not, these rules suck. I highly doubt Microsoft or PlayStation are going to show any interest in submitting each of their titles separately, which entails uploading hundreds (possibly, thousands) of nearly-identical app binaries that differ only in which game they connect to on the backend.
Apple is also requesting that a new version of the game app is submitted to the App Store when the game is updated, a silly endeavour when the game logic is wholly living on a remote server anyway. At the very least, managing the individual app listings is pointless busywork.
For end-users, it means cluttering your home screen with pages of app icons that all need to be logged into when you launch them. Nobody would choose to use a cloud service in this way. A defining characteristic of the game streaming model is how easy it is to play something new; no waiting for gigabytes of assets to download. Apple’s requirements add barriers to entry which will make the experience less enjoyable for players.
Apple’s current position on this matter is indefensible. Simply, companies should be allowed to make an app that comprises a catalogue of games, and have those games be playable inside the same app. ‘100-in-1 minigames’ apps actually already exist on the App Store. The only difference with streaming services is where the game is physically being rendered.
If Apple was telling these services that they need to be notified when their game library changes, I’d get it. If they mandated a 17+ age rating for the container app’s listing on the App Store, fine. Even if they said game streaming services can only feature titles that have been tested and rated by an official body, like the ESRB which almost all console games are ratified by, I’d understand.