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We review all apps and app updates submitted to the App Store in an effort to determine whether they are reliable, perform as expected, respect user privacy, and are free of objectionable content. As you plan and build your app, use these guidelines and resources to help your app approval go as smoothly as possible.
Preparing apps for review
Get familiar with the App Store Review Guidelines, Apple Developer Program License Agreement, and learn more about submitting your app for review.
App Store Review Guidelines
Before you submit your app, it’s important to become familiar with the technical, content, and design criteria that we use to review all apps outlined in the App Store Review Guidelines.
Apple Developer Program License Agreement
The Apple Developer Program License Agreement details your obligations and responsibilities for the use of Apple software and services. The latest agreement can be found on the Terms and Conditions page.
Providing App Review information
If your app requires specific settings, user account information, or special instructions, include these details in the App Review Information section of App Store Connect. If you don’t include this information, the app review process may be delayed and your app could be rejected.
For more details, see App Store Connect Help.
Review status
Once you’ve submitted your app for review, you can view its status in the My Apps section of App Store Connect or on the App Store Connect App for iPhone and iPad. Review times may vary by app. On average, 50% of apps are reviewed in 24 hours and over 90% are reviewed in 48 hours. If your submission is incomplete, review times may be further delayed or your app may be rejected. Once your app has been reviewed, its status will be updated and you will be notified.
For more details, see App Store Connect Help.
Avoiding common app rejections
We’ve highlighted some of the most common issues that cause apps to get rejected to help you better prepare your apps before submitting them for review.
Crashes and bugs
You should submit your app for review only when it is complete and ready to be published. Make sure to thoroughly test your app on devices running the latest software and fix all bugs before submitting. For apps already on the App Store that may have minor guideline issues, bug fixes can be approved as long as there are no legal concerns.
Broken links
All links in your app must be functional. A link to user support with up-to-date contact information and a link to your privacy policy is required for all apps.
Placeholder content
Finalize all images and text in your app before sending it in for review. Apps that are still in progress and contain placeholder content are not ready to be distributed and cannot be approved.
Requesting Permission
When requesting permission to access user or usage data, you should clearly and completely describe how your app will use the data. Including an example can help users understand why your app is requesting access to their personal information.
If your app’s code references one or more APIs that access sensitive user data, the app’s Info.plist file should contain a $!{infoPlistKey} key with a user-facing purpose string explaining clearly and completely why your app needs the data. All apps submitted to the App Store that access user data are required to include a purpose string.
Inaccurate screenshots
App Store screenshots should accurately communicate your app’s value and functionality. Use text and overlay images to highlight your app’s user experience, not obscure it. Make sure app UI and product images match the corresponding device type in App Store Connect. This helps users understand your app and makes for a positive App Store experience.
Incomplete information
Enter all of the details needed to review your app in the App Review Information section of App Store Connect. If some features require signing in, provide a valid demo account username and password. If there are special configurations to set, include the specifics. If features require an environment that is hard to replicate or require specific hardware, be prepared to provide a demo video or the hardware. Also, please make sure your contact information is complete and up-to-date.
Substandard user interface
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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.
Web clippings, content aggregators, or a collection of links
Your app should be engaging and useful, and make the most of the features unique to iOS. Websites served in an iOS app, web content that is not formatted for iOS, and limited web interactions do not make a quality app.
Repeated submission of similar apps
Submitting several apps that are essentially the same ties up the App Review process and risks the rejection of your apps. Improve your review experience — and the experience of your future users — by thoughtfully combining your apps into one.
Misleading users
Your app must perform as advertised and should not give users the impression the app is something it is not. If your app appears to promise certain features and functionalities, it needs to deliver.
Not enough lasting value
If your app doesn’t offer much functionality or content, or only applies to a small niche market, it may not be approved. Before creating your app, take a look at the apps in your category on the App Store and consider how you can provide an even better user experience.
Contacting Us
You can contact us to get details on your app’s status, ask for clarification on a rejection, appeal a rejection, request an expedited review, suggest guideline changes, and more.
Resolution Center
If your app has been rejected, the Resolution Center in App Store Connect provides more information, including any specific App Review Guidelines that your app did not follow. You can access the Resolution Center on the App Summary or Version Details pages in App Store Connect.
App Review Board
You have the option to appeal the rejection of an app if you believe that the functionality or technical implementation was misunderstood. Submit additional details to the App Review Board to help them determine if your app should be reconsidered.
Help improve the App Review Guidelines or identify a need for clarity in our policies by suggesting guideline changes. Your suggestions will be taken into consideration by App Review.
Expedited App Review
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You can request the review of your app to be expedited if you face extenuating circumstances, such as fixing a critical bug in your app or releasing your app to coincide with an event you’re directly associated with.
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When submitting an expedited review to fix a critical bug, include the steps to reproduce the bug on the current version of your app. For apps associated with an event, we recommend you plan and schedule the release of your app in App Store Connect. However, if your app is still in review and the launch of your event is quickly approaching, you can request to have your app review expedited. Make sure your request includes the event, date of the event, and your app’s association with the event.
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Expedited reviews are granted on a limited basis and we cannot guarantee that every request will be expedited.