Common App Store rejection reasons and how to avoid them
A rejection costs a launch date more often than it costs an app, and most rejections come from a short list Apple publishes itself. Apple reviews every app, update, app bundle, in-app purchase and in-app event, and its App Review page names the issues it sees most and what to do about each. This guide goes through that list and what happens after a rejection, quoted from Apple’s App Review page as it read on 27 September 2026.
Common issues and what Apple asks for
From Apple’s App Review page, “Avoiding common issues”. Guideline numbers refer to the App Review Guidelines.
| Issue | What Apple asks | Guideline |
|---|---|---|
| Crashes and bugs | submit only complete items; test on devices running the latest software | 2.1 |
| Broken links | all links must work; a support link with current contact information and a privacy policy link are required | 2.1, 5.1 |
| Placeholder content | finalize all images and text before submitting | 2.1 |
| Incomplete information | demo account for sign-in features, special configuration details, demo video or hardware if needed | 2.1 |
| Unclear data access requests | a purpose string explaining clearly why the app needs the data | 5.1 |
| Inaccurate screenshots | show the real experience; UI matches the device type | 2.3 |
| Web clippings and thin apps | more than a website in an app or a collection of links | 4.2 |
| Similar apps and copycats | combine near-identical apps; do not copy other apps | 4.3, 4.1 |
| Wrong entity | regulated services submitted by the legal entity providing them | 3, 5.1.1 |
App completeness: the first thing to check
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.
Documents some apps need
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.
Privacy policy and permission prompts
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. Two related causes of rejected uploads: a missing privacy manifest for required reason APIs, and tracking without the App Tracking Transparency prompt.
Listing and design issues
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.
After a rejection: messages, appeals and expedited review
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.
Where Censuus fits
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 visits they draw and by sponsorship on the web. Adding your app is free on the List my app form, 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.
Frequently asked questions
What is the most common App Store rejection reason?
Apple singles out guideline 2.1, App Completeness, which covers crashes, placeholder content, incomplete information and similar issues.
Do I need to give App Review a demo account?
If features require signing in, Apple asks for a valid demo account username and password in the App Review Information section of App Store Connect.
How do I appeal an App Store rejection?
Submit an appeal to the App Review Board with specific reasons your app complies with the guidelines. Apple allows one appeal per submission that did not pass, and asks you to answer any requests for information first.
Can I get my app reviewed faster?
You can request an expedited review for extenuating circumstances, such as a critical bug fix, with steps to reproduce the bug, or a release tied to an event you are directly associated with, with the event and its date.
Guides for app developers
- How long app review takes on the App Store and Google Play
- App Review Guidelines, October 2026: the changes in plain words
- The iOS privacy manifest: what to declare and how
- App Store privacy labels and Google Play Data safety: what to declare
- How to market a VPN app: the store rules to know first
- How to promote an iOS app with App Store Connect’s own tools
Put your app in the ranking
Censuus ranks apps by the visits they draw and by sponsorship, no bots. Listing is free; sponsorship raises placement.