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App Review Guidelines

Apple reviews every app before it goes on the App Store. Understanding what they look for helps you avoid rejection.

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The Five Principles

Apple organizes guidelines around five themes:

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1. Safety

Your app must be safe for users:

• No harmful or objectionable content
• User privacy respected
• No dangerous physical activities encouraged

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2. Performance

Your app must work well:

• No crashes or bugs
• Accurate metadata
• Complete functionality

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3. Business

Fair business practices:

• Clear pricing
• No misleading claims
• Proper use of Apple’s payment systems

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4. Design

Quality user experience:

• Follow Human Interface Guidelines
• Intuitive navigation
• Accessible to all users

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5. Legal

Compliance with laws:

• No copyright infringement
• No illegal activities
• Proper licensing

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Most Common Rejection Reasons

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1. Crashes and Bugs

Issue: App crashes during use or review Prevention:

• Test thoroughly on real devices
• Test all user flows
• Test edge cases (no internet, low storage)
• Use TestFlight feedback to find issues

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2. Broken Links

Issue: Links in app or metadata don’t work Check:

• Privacy policy URL
• Support URL
• Website links
• Deep links within app

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3. Placeholder Content

Issue: “Lorem ipsum” or “coming soon” in app Prevention:

• Remove all placeholder text
• Disable or hide incomplete features
• Only submit when app is complete

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4. Inaccurate Description

Issue: Description doesn’t match what app does Prevention:

• Describe actual features
• Don’t overpromise
• Update description when features change

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5. Insufficient Functionality

Issue: App doesn’t do enough to be useful Prevention:

• Ensure core value proposition works
• Don’t submit “hello world” apps
• Have at least one complete feature set

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Privacy Requirements

Apple takes privacy seriously:

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Required Privacy Disclosures

For any data you collect:

1. Declare in App Store Connect
2. Include in privacy policy
3. Request user permission where needed

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Permission Requests

When asking for permissions:

• Explain why you need it (usage description)
• Request only when relevant
• Accept “no” gracefully

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Data Usage

If you collect data:

• Tell users what you collect
• Tell users how it’s used
• Tell users who it’s shared with

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Design Requirements

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Human Interface Guidelines

Follow Apple’s design patterns:

• Standard navigation patterns
• Appropriate use of system features
• Consistent with iOS look and feel

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Accessibility

Apps should be usable by everyone:

• VoiceOver support
• Dynamic Type support
• Sufficient color contrast

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App Completeness

No half-finished apps:

• All buttons must work
• All screens must be complete
• No “under construction” areas

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Content Restrictions

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Prohibited Content

• Pornography or explicit sexual content
• Violence for shock value
• Discrimination or hate speech
• Illegal activities
• False information that could cause harm

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Regulated Content

Some content requires age restrictions:

• Alcohol/tobacco references
• Gambling
• Horror/fear themes
• Medical/health information

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In-App Purchases

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When Required

Apple’s IAP system is required for:

• Digital content consumption (within app)
• Premium features/subscriptions
• Virtual goods/currency
• Unlocking functionality

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When Not Required

External payment allowed for:

• Physical goods
• Services consumed outside app
• Business-to-business apps

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Metadata Guidelines

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App Name

• No prices
• No excessive keywords
• Not misleading
• Not too similar to existing apps

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Description

• Must be accurate
• No irrelevant content
• No other platform mentions
• No pricing (use App Store pricing)

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Screenshots

• Must be from the actual app
• No device frames showing competitor devices
• Must represent actual app functionality
• No fake reviews or endorsements

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Specific Content Types

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Kids Category

Extra requirements for apps targeting children:

• No external links
• No advertising
• Stricter privacy (no data collection)
• Age-appropriate content

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Health and Medical

Apps with health claims need:

• Accurate information
• Disclaimers where appropriate
• Compliance with medical regulations

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Financial Apps

Apps handling money need:

• Security measures
• Clear disclosures
• Regulatory compliance

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Review Process

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Timeline

• Most reviews: 24-48 hours
• Can be faster or slower
• First submissions may take longer

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Communication

If Apple needs information:

• Check email regularly during review
• Respond promptly to questions
• Provide demo accounts if requested

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Expedited Reviews

For critical issues:

• Request at developer.apple.com/contact
• Only for genuine emergencies
• Not for convenience

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Handling Rejections

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If Rejected

1. Read the rejection carefully — Apple provides specific reasons
2. Fix the issues — Address each point
3. Resubmit — With a new build if needed

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Metadata Rejection

If only metadata was rejected:

• Fix text/screenshots/links
• Resubmit without new build
• Usually faster resolution

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Appeal Process

If you believe rejection was wrong:

• Reply to the rejection email
• Explain your position clearly
• Provide evidence if applicable
• Don’t be confrontational

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Pre-Submission Checklist

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Further Reading

• Full App Store Review Guidelines
• Human Interface Guidelines
• App Store Product Page

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Next Steps