In a quick about-face, TechCrunch is reporting that Apple has reversed a recent, and somewhat controversial, policy change.

Apps that allow users to post about a title on social media or watch a video ad to earn an incentive will be allowed:

Sources in the video ad industry have reported that app rejections related to this matter have now declined, indicating the policy is being rolled back.

We’re also hearing that some of the initial, and more worrisome, rejections are being undone – that is, the apps are being allowed back in the App Store.

But the rejection guidelines still stand for apps that offer incentives for users to review their app, rate their app, or download other apps. That is because those activities can change an app’s position on the store’s Top Charts. We also assume titles featuring the infamous “More Apps” button are still being rejected.

Apple will also allow developers to show video ads that showcase any apps. But giving incentives to users who download those apps won’t be allowed.

Interestingly, the site says there are conflicting reports whether Apple’s struggling iAd unit was behind the initial policy change, which brings another dimension of intrigue to the situation.

With iOS 8, which will arrive to the general public this fall, Apple is at least trying to make it easier to find new and interesting apps. The new App Store will feature an Explore tab. And App Bundles will allow developers to offer a group of apps for just one price.

For other news today, see: Apple Rumored To Begin 12-Inch MacBook Air Production In Q3 2014, Apple’s 101st Store In Europe Opens Its Doors To Customers In Madrid, and Microsoft’s New Surface Pro 3 Trade-In Scheme Targets MacBook Air Owners.