Common App Store rejection reasons and how to avoid them

Apple singles out guideline 2.1, App Completeness, as the source of many unresolved issues: crashes, placeholder content, incomplete information and more. Submit only when the app is ready to publish, test on devices running the latest software, make every link work, and include a support link with current contact information and a privacy policy link, which Apple requires for all apps. If features need a sign-in, give a valid demo account in the App Review Information section of App Store Connect; if they need special settings, a hard-to-replicate environment or specific hardware, include the details and be ready to provide a demo video or the hardware. Apple says missing information can delay review or mean the app does not pass.

Some kinds of apps need paperwork attached. Apple’s examples: a kids app with third-party ads needs a link to the ad service’s documented Kids category practices, including human review of ad creatives; an app that works with medical hardware needs regulatory clearance for the locations where it is available; an app with third-party trademarks or copyrighted content, including marketing that uses imagery of celebrities, sports, movies or music, needs the authorization; and apps offering licensed services such as real money gaming, lotteries, raffles or VPNs need proof of licensing, which may vary by region. Apps in highly regulated fields, such as banking, crypto, healthcare, gambling and air travel, must be submitted by the legal entity that provides the service. Related rules are covered in how to market a finance app and how to market a VPN app.

Apple asks that your privacy policy identify what data the app collects, how, and all uses of it; confirm that any third party you share data with gives the same or equal protection; and explain your retention and deletion policies and how users can revoke consent or request deletion. When the app asks for access to user data, the purpose string in Info.plist must explain clearly and completely why the app needs it, and Apple suggests including an example; every app that accesses user data must include one. The label side is covered in App Store privacy labels and Google Play Data safety.

Screenshots should communicate the app’s value accurately, use text and overlays to highlight the experience rather than hide it, and show UI that matches the device type; see screenshot sizes. The app must perform as advertised. Apple also turns away apps that are websites served in an app, web content not formatted for iOS, or a collection of links; apps that offer little functionality or content; several submissions of essentially the same app, which it asks you to combine; and apps that actively copy others, which its guideline 4.1 covers along with impersonation.

If a submission does not pass, App Store Connect shows the details and the guidelines involved, and you can correspond with App Review before resubmitting. If you believe Apple misunderstood your app or treated you unfairly, you can appeal to the App Review Board: give specific reasons your app complies, submit one appeal per rejected submission, and answer any requests for information first. You can also book a 30-minute video appointment with App Review to discuss the guidelines. For a critical bug fix, include steps to reproduce the bug when you request an expedited review; for an app tied to an event you are directly associated with, include the event, its date and your connection to it. And if Apple finds new issues in a bug fix update, it may let you fix them in the next submission, as long as there are no legal or safety concerns.

Getting through review is one step of a launch; the rest is in the app launch checklist and how to promote an iOS app. Censuus ranks apps by the real visit traffic they draw on the web. Adding your app is free on the submit page, and sponsorship raises placement and adds a followed link to your website, see the sponsor page. We do not promise approval, downloads or store rankings, and this guide is not legal advice.