What App Review checks
App Review looks at your build, your App Store metadata (name, screenshots, description, privacy details) and the notes you leave for the reviewer. The rules are in the App Store Review Guidelines, grouped into Safety, Performance, Business, Design and Legal.
The rejections we see most
- 2.1 App Completeness: crashes, broken links, missing demo login. Fix
- 2.3 Metadata: screenshots or text that don't match the app. Fix
- 3.1.1 In-App Purchase: digital goods sold outside IAP. Fix
- 4.3 Spam: apps too similar to others. Fix
- 5.1.1 Privacy: unclear permission prompts, missing account deletion. Fix
Pre-submission checklist
- Test the release build on a real device, on the latest iOS.
- Add a demo account with sample data in App Review Information.
- Check every link in the app and the listing works, including the privacy policy.
- Permission purpose strings explain why you need each permission.
- Account creation means in-app account deletion.
- Screenshots show the actual app.
- Digital content and subscriptions use In-App Purchase where required.
If you're rejected
Read the message for the guideline number, then open the matching guide in the rejection hub. Reply calmly in App Store Connect, or appeal if you think the reviewer misunderstood.
Review notes that help
Explain anything non-obvious: hardware the app needs, region-locked features, where to find the feature the reviewer asked about, and a demo account that won't expire.
How to prepare a submission, step by step
Follow these steps in order. Each one is something we do on client work.
- Freeze the build. Archive a release build, install it through TestFlight on a real device running the current iOS, and use it the way a stranger would: fresh install, no saved login.
- Walk every screen. Tap every button, link and purchase path. Guideline 2.1 expects final versions with fully functional URLs, so a dead Terms link alone can sink the review.
- Write App Review Information. Add a demo account that will not expire and has sample data, plus notes explaining hardware, region locks or hidden features. The Notes field holds up to 4,000 bytes.
- Match metadata to the build. Check the name, subtitle, screenshots and description against the build you are sending. Guideline 2.3 asks that metadata reflects the core experience.
- Check payments and privacy. Digital unlocks go through In-App Purchase (3.1.1); account creation needs in-app deletion (5.1.1(v)); every permission needs a clear purpose string.
- Submit and watch Resolution Center. Reply inside App Store Connect within the same thread. Short, specific replies that point to screens get resolved fastest in our experience.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Say a habit-tracker called Streakly is rejected under 2.1 because the reviewer could not get past sign-up. The fix is not a rebuild. We would add a demo account in App Review Information, note in the Notes field that the email-code step is skipped for that account, and reply in Resolution Center with the login and the exact path to the premium screen. We would also check that the paywall's Terms and Privacy links open real pages, because a reviewer who finds one dead link usually finds a second.
The guidelines behind most rejections
Every row below is quoted or summarised from Apple's current App Review Guidelines. Check the numbers in your rejection message against it.
| Guideline | What it covers | Usual fix |
|---|---|---|
| 2.1 App Completeness | Final builds, working URLs, no placeholder content | Fix crashes, add a demo account, test every link |
| 2.3 Accurate Metadata | Description, screenshots and previews reflect the app | Re-shoot screenshots from the real app; remove claims you can't show |
| 2.3.7 | Unique name, accurate keywords, no trademarked or irrelevant terms | Remove competitor names and pricing from metadata |
| 3.1.1 In-App Purchase | Digital features and content unlocked via IAP | Move digital unlocks to StoreKit IAP |
| 4.2 Minimum Functionality | More than a repackaged website | Add native, useful features |
| 4.3 Spam | No duplicate bundle IDs or saturated copycat apps | Consolidate apps; show what is unique |
| 5.1.1 Data Collection and Storage | Privacy policy, permissions, account deletion (5.1.1(v)) | Add policy links, clear purpose strings, in-app deletion |
App Store text fields and their limits
These are the limits App Store Connect enforces today. Plan your copy against them before you write a word.
| Field | Limit | Notes |
|---|---|---|
| App name | 2–30 characters | Shown on the product page and in search |
| Subtitle | 30 characters | Appears under the name |
| Keywords | 100 bytes | Comma-separated, each keyword more than two characters; don't repeat app or company name; no other app or company names |
| Promotional text | 170 characters | Above the description; can change without a new submission |
| Description | 4,000 characters | Plain text, no HTML |
| What's New | 4,000 characters | Required for every version after the first |
Common mistakes
- Leaving the demo account blank. Reviewers will not create accounts with real phone numbers for you.
- Screenshots from an older version. They no longer match the build, which is a 2.3 problem.
- Arguing in the reply. State facts and point to screens; save disagreement for a formal appeal.
- Fixing one issue and ignoring the rest. Reviewers often list several guidelines. Answer each one by number.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Release build tested on a real device, clean install
- Demo account with sample data in App Review Information
- Every in-app and listing link opens a real page
- Screenshots captured from this build
- Digital unlocks use In-App Purchase
- In-app account deletion if accounts exist
- Purpose strings for each permission
- Review notes explain anything non-obvious
Sources
- Apple: App Review Guidelines (accessed 26 October 2026)
- Apple: App Review appeals and contact (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
Questions
How long does Apple app approval take?
Apple says most submissions are reviewed within 24 hours; complex apps or busy periods take longer.
Can I expedite review?
Yes, Apple accepts expedited review requests for critical fixes.
Is TestFlight review the same?
External TestFlight builds get a lighter beta review; the full review happens on App Store submission.
Do rejections affect future reviews?
Not by themselves, but repeated spam or deceptive behaviour can lead to account action.
Can you fix my rejection?
Yes: App Rejection Fix, 1–2 business days.
What goes in the App Review Notes field?
Anything the reviewer needs to test the app: a demo login, where a feature lives, required hardware or region. Apple allows up to 4,000 bytes.