For developers, the biggest frustration with App Store review process is that apps are returned, rather than receiving a top-to-bottom check a around.
For developers, the biggest frustration with the App Store review process is that Apple uoften reject your app once a single issue is detected, instead of conducting a comprehensive examination.
It means that even through you address the issue found and resubmit your app to Apple, it may be rejected again due to new reasons.
So, it's not that rare for individual or inexperienced iOS app developers to submit an app twice, three, or even ten times before being accepted.
Here're the Top 10 rejection reasons in app review process for you to self-check before you submit or resubmit your apps:
Incomplete or Unstable App
Misleading Metadata
In-App Purchase (IAP) Violations
Privacy and Data Collection Issues
Poor User-Generated Content (UGC) Management
Intellectual Property (IP) Conflicts
Offensive or Inappropriate Content
Duplicate or "Spam" Apps
Minimum Functionality Not Met
Improper Permission Usage
Apple officially emphasized the concept of "App Completeness," stating that 40% of unresolved issues are related to it.
(Source: Apple Developer)
| Crashes and Bugs | Placeholder Content |
| Incomplete Features | Missing Metadata |
| Poor User Interface | Inaccurate/Misleading Information |
| Lack of App Functionality | Non-compliance with Guidelines |
| Unresolved Errors | Localization Issues |
As App Review Guidelines required, your should:
1) provide the final version of your app containing all necessary metadata and a valid URL;
2) remove all placeholder text, blank websites and other temporary content before submission;
3) debug your app and ensure stability on your device;
4) provide demo account information and open your background service if log-in needed;
5) ensure the in-app purchase contents complete, updated and accessable for reviewers.
Please don't treat App Review as a software testing service, since Apple will reject incomplete App packages and binaries that will crash or have obvious technical problems.
Metadata refers to "all the descriptive elements associated with an app", including text information like app title, description, and visual information like icon, screenshots and preview videos.
💡 How to Optimize App Metadata?
Your description, screenshots, and previews should accurately reflect the core experience of the app, and misleading information will lead to rejection in the app review process.
| Inaccurate Descriptions | Misleading Keywords |
| Incomplete Privacy Policy/Contact Details | Inappropriate Language/Contents |
| Unsupported Claims | Unmatched Name/Icon |
| Screenshots Issues | Localisation Errors |
| Promotional Text | Version Mismatch |
1) Title
The title of your app is the identity that you are going to build for your app, so please make sure that you spell the name correctly and consistently in all the columns where it is mentioned.
If the app name submitted to App Store differs from what it exactly is, Apple will reject your app because of the inconsistency.
💡 How to Design Effective App Title?
2) Description
While we talked about the completeness, here we emphasize on the accuracy of information. Try to make your app description accurate and relevant!
Meanwhile, you should also notice to avoid containing any web content or web links in your app since Apple doesn't expect it.
Let them know that your app has been exclusively designed for Apple operating systems and brings in value to the users so that your app can be approved by App Store reviewers.
💡 How to Design Effective App Description?
3) Screenshots
"Screenshots should accurately communicate value and functionality. Use text and overlay images to highlight the user experience, not obscure it. Make sure your UI and product images match the corresponding device type in App Store Connect. View guideline 2.3."
(Source: Apple Developer)
4) User Interface
"Apple places a high value on clean, refined, and user-friendly interfaces. Make sure your UI meets these requirements by planning your design carefully and following our design guides and UI Design Dos and Don'ts."
(Source: Apple Developer)
In-app purchases are a crucial aspect of the App Store ecosystem, providing a seamless way for users to unlock features or access premium content. However, non-compliance with Apple's in-app purchase guidelines can lead to app rejection.
Apple mandates that any feature, functionality, or content unlocking within the app—such as subscriptions, in-game currency, additional game levels, or premium content—must be facilitated through the in-app purchase mechanism.
| Third-party Payment Methods | Misclassification of In-app Purchase Items |
| Lack of Transparency in Loot Boxes | Gift and Refund Policies |
Here're what should do to avoid your apps getting rejected due to in-app purchase issues:
1) Avoid any external payment methods such as such as license keys, augmented reality tags, QR codes etc., and always use Apple's in-app purchase system for unlocking paid features or content.
2) Ensure all points and game currency purchased must not expire.
3) Specify the correct purchaseable type.
4) Users can be allowed to give the purchased items to others. However, if a gift is to be refunded, it can only be returned to the original purchaser.
5) Apps that provide a "trophy box" or other random virtual item purchase mechanism must disclose to the customer the probability of obtaining each type of item before the customer purchases.
6) Non-subscription apps can provide a time-based free trial period before providing the full unlock option. The method is to set up a non-consumable IAP item in "Price Level 0" and name it according to the naming convention "XX days trial".
7) Before starting the trial, you must clearly indicate the length of the trial period, the content or services that can no longer be accessed after the trial period ends, and any subsequent fees that users need to pay to obtain the full functionality.
💡 The Golden Timing of In-App Purchases
The main problem is that the App forces users to register and secretly collects/shares their personal information based on features that do not require user information.
Apple is taking this more seriously after WWDC, so developers need to pay extra attention.
It is necessary to consult with the user first and let the user agree to register, and the "strong login" function must be modified to prompt the login version.
In addition, some data retrieval functions should be consulted with users to avoid Apple's default unauthorized access to cell phone information.
For social products, or products with strong UGC content (e.g., Facebook, Twitter, instagram), Apple requires developers to filter objectionable content (e.g., violence, pornography, copyright infringement, etc.); and to provide a strict review mechanism and detailed developer contact information.
In 2025, Apple now requires apps with social or UGC features to include reporting tools, moderation policies, and developer contact options.
💡 How does UGC Marketing Inspire Your App Business?
It is recommended to ensure that the user content in the App does not contain violence, pornography, etc.
Also, according to the information collected so far, "active telephone communication" can only be applied for the 1.2 clause, so developers can try to apply for telephone communication if the relevant clause is rejected.
Protecting intellectual property (IP) is a legal and ethical requirement. Apple avoids liability by rejecting apps that could infringe on third-party rights.
So,apps that use copyrighted images, music, or trademarks without authorization, or apps with names and branding too similar to existing products will be rejected by Apple.
It is recommended that you ensure that the App contains only content for which you have created or have permission to use.
Use copyrighted third-party written evidence for presentation when submitting products.
App content that is offensive, inconsiderate, disturbing, offensive or vulgar.
It is recommended that the audit mechanism, the current national policy in this regard is also very concerned, it is recommended to ensure the safety of the content, timely processing of the relevant display content, do not have a fluke mentality.
This generally means that the App is similar to someone else's App on the shelf in terms of functionality or code, which in layman's terms is what Apple considers a vest package.
This can be solved by changing the name, icon, main color, code, etc. The focus is on the code. And be careful to submit the same App packages at least one day apart.
Don't put up multiple packages of the same type at once, as it is easy to be identified and targeted by Apple.
Apple believes that uploaded apps that don't have enough functionality or don't have their own core features, such as a product that is packaged directly onto a web page can easily trigger this problem.
You can add some features to enrich the product (navigation bar, drop-down refresh, push notifications, etc.).
If you feel that the product is fully functional and has not yet passed the review, you can explain to Apple the user needs that the product solves and the specific features that are presented, and you can also send screenshots of the web page and the App directly to Apple for better identification.
The App does not have permission to share collected user data with third parties and does not specify the purpose of use, such as location, account number, etc.
If you want to take user data, you need to prompt the user and get permission from the user, or make it optional, and clearly inform Apple of the purpose of using the user's data.
In general, a pop-up message should be provided to indicate what the permission is for, and both the user and the provider (Apple) should be informed.
Of course, if Apple clearly gives the reason for rejection in the email, you can make corresponding changes according to the problems Apple feedbacks.
To ensure that the attitude is proper, timely processing, when no mistakes are made, you can directly appeal, and it is recommended to come up with strong evidence for proof, which will improve the speed of passing the review.
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