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iOS Submission Guide

How to Pass the Apple App Store Review Process (2025 Guide)

Let's be honest: getting rejected by the App Store sucks. You've spent weeks (maybe months) building your app, you hit submit, and then... rejected. I've been there. Multiple times. But here's what I learned after shipping dozens of iOS apps: most rejections are completely preventable.

The Real Numbers

According to Apple, 90% of submissions are reviewed within 24 hours. But roughly 40-50% of first-time submissions get rejected. That's nearly half. The good news? Once you know what triggers rejections, you can avoid them entirely. This guide covers exactly what Apple's reviewers look for - based on real rejection cases and the official guidelines.

The Pre-Submission Checklist

Run through this before you hit submit. Seriously - I've seen apps rejected for the dumbest things that a 5-minute check would've caught. Don't be that developer.

1. Test for Crashes (The #1 Killer)

Crashes account for roughly 30% of all rejections. Apple tests on fresh installs, older iOS versions, and iPads - even if you target iPhone-only. One crash during review = instant rejection. Test on airplane mode. Test with low memory. Test on devices you don't own (use TestFlight).

2. Metadata That Actually Matches

Your screenshots need to match your actual app. Not "close enough" - exact. I once saw an app rejected because a screenshot showed "$4.99/month" but the actual IAP was $5.99. Apple notices these things. Also: no "Beta" or "Test" in your app name.

3. Working Demo Credentials

This trips up so many devs. If your app requires login, you must provide a working demo account in App Review Notes. Not expired. Not with 2FA enabled. Test these credentials 5 minutes before you submit. A huge number of rejections happen because the reviewer simply couldn't log in.

4. Backend Uptime During Review

Your servers need to be online for the 24-72 hours your app is in review. Schedule maintenance after approval. And watch out for rate limiting - Apple's review servers have been flagged by overly aggressive spam filters. Whitelist their IPs if needed.

5. Privacy Policy URL

Not optional. Every app needs a privacy policy URL that's accessible (no 404s). It also needs to be visible inside your app - usually in Settings. Missing this is an instant rejection under Guideline 5.1.1. Takes 10 minutes to fix, but will cost you days if you forget.

6. The App Review Notes Field

This field is your direct line to the reviewer. Use it. Explain anything that's not immediately obvious. Include demo video links for hardware-dependent features. If your app does something unusual, tell them why before they have to ask.

Key Focus Area 1

Safety & Content

Apple's #1 priority? Protecting users. That's why safety-related violations can get your app not just rejected, but your developer account terminated. Don't mess around here.

Content That Gets You Instantly Rejected

Pornography, graphic violence, hate speech, illegal drug promotion, defamation - all instant rejections. But here's what trips people up: your content rating matters. If you're rated 4+ but have user comments with profanity, that's a violation. Tumblr was removed from the App Store in 2018 for content moderation failures. They had to ban all adult content to get reinstated.

User-Generated Content (UGC) - The Moderation Checklist

If users can post anything - comments, photos, profiles - you need all four of these:

  • Content filtering - Profanity filters, image moderation, something.
  • Report mechanism - Users must be able to flag bad content.
  • Block functionality - Users need to block other users.
  • Developer contact info - Visible in-app, not hidden.

Miss any one of these? Rejection. Telegram spent months in "review limbo" in 2018 because Apple demanded better moderation tools for certain channels.

Privacy & Permission Strings

Here's a mistake that wastes days: generic permission strings. "This app uses the camera" will get rejected. You need to explain specifically why. Like: "We need camera access to scan QR codes for adding contacts." Apple's reviewers actually read these.

Real rejection example: An Expo app was rejected because the location usage string wasn't showing the custom message properly - it displayed the default generic text instead. The fix took 10 minutes. The delay cost a week.

Kids Category - Extra Strict

Building for kids? No behavioral advertising. No unnecessary data collection. And here's the fun part: any external links or purchase buttons need a "parental gate" - usually a math problem that a kid couldn't solve. Get this wrong and you're not just rejected, you could face legal issues with COPPA.

Key Focus Area 2

Performance (Guideline 2.1)

Guideline 2.1 is the most common rejection reason. It basically means: "Your app doesn't work." Here's what catches people off guard:

No Placeholder Content. Period.

"Coming Soon" buttons, lorem ipsum, empty screens - all rejections. A Reddit developer got rejected because their legal disclaimer text looked like placeholder content to the reviewer. They had to reformat it with bold headings to make it look "designed."

Zero Tolerance for Crashes

Apple tests on devices you probably don't have. Older iPhones with less RAM. iPads in landscape mode. iOS versions you forgot existed. A task management app called Saga was rejected 3 times because of a crash that only happened on a specific device during review - they couldn't reproduce it locally. Fix: add defensive error handling for edge cases.

Loading States Are Mandatory

No loading indicator during API calls? Rejection. Blank screen when network is slow? Rejection. Error states that don't explain what went wrong? Rejection. Apple's reviewers test on slow networks deliberately. Show feedback for every async operation.

Private APIs = Instant Ban

Don't use undocumented Apple APIs. Ever. Apple's automated scans detect them before a human even looks at your app. And you're responsible for third-party SDKs too - if they use private APIs, that's on you. Audit your dependencies.

Key Focus Area 3

Business & In-App Purchases (Guideline 3.1)

Apple takes their 15-30% cut seriously. Very seriously. Trying to bypass IAP is one of the quickest ways to get rejected - or worse.

Real Case: Fortnite

Epic Games added a direct payment option to bypass Apple's 30% fee. Result? Fortnite was removed from the App Store in August 2020 and is still banned as of 2025. This triggered a lawsuit that made international headlines. Don't test Apple on payment rules.

The IAP Rule (Non-Negotiable)

Selling digital content? Premium features, subscriptions, game currency, e-books - all must use Apple's IAP. You can't even mention that it's cheaper on your website. Hey Email (Basecamp) was rejected in 2020 for exactly this - they eventually qualified as a "reader app" to work around it.

The exception: Physical goods and real-world services (Uber, DoorDash, Amazon shopping) must use external payment - not IAP.

"Restore Purchases" is Mandatory

Apple's reviewers will literally buy your IAP, delete the app, reinstall it, and look for a "Restore Purchases" button. If it's missing or broken, rejected. This catches a ton of developers off guard. Put it somewhere obvious - Settings, the purchase screen, or the paywall itself.

Subscription Transparency

Show price, duration, and auto-renewal terms clearly. No dark patterns where tapping "Continue" secretly signs them up. Users need to know exactly what they're paying for. Unclear subscription terms are one of the fastest ways to get flagged.

Sign in with Apple Requirement

Offer Google or Facebook login? Then you also need to offer Sign in with Apple. It's not optional under Guideline 4.8. The button needs to be equally prominent too - you can't hide it in a submenu while Google login is front and center.

What Gets You Instantly Rejected

On-device crypto mining (banned since 2018). "Free trial" buttons that immediately charge. Any language steering users to your website for purchasing digital content. Damus, a Nostr client, was rejected in 2023 because Bitcoin tips were considered in-app purchases - they had to remove the feature entirely.

Key Focus Area 4

Design (Guideline 4.2)

The "Minimum Functionality" Trap

Guideline 4.2 is vague on purpose - it basically means "your app doesn't do enough to justify existing." Web wrappers get hit hardest here. If your app is just a WebView loading your website, expect rejection. ProtonMail was rejected in 2018 with "minimum functionality" - reviewers couldn't test features because they required a subscription. They fixed it by adding a demo mode that showed the value without login.

Touch Targets: 44x44pt Minimum

This is in Apple's Human Interface Guidelines. Buttons smaller than 44x44 points get rejected. It sounds obvious, but I've seen apps rejected for "close" buttons that were 36pt. Check everything. Test with actual fingers on actual devices, not just mouse clicks in the simulator.

Screenshots Must Match Reality

Using mockups or concept art? Rejection. Screenshots from an old version? Rejection. Features shown in screenshots that don't exist in the app? Rejection for misleading metadata. Update screenshots every time you change the UI.

Spam and Clone Detection

Apple's automated systems detect template-based apps now. A Unity game developer was rejected in 2021 because their custom-built game was flagged as a "template app" - they had to provide design documents to prove it wasn't. Don't submit multiple versions of the same app either. AppGratis had 12 million users when Apple removed it overnight in 2013 for promoting other apps - the business model itself became a violation.

Your App Store Listing Checklist

Reviewers compare your listing claims to what your app actually does. Any mismatch is grounds for rejection. Here's what to double-check:

Description Rules

No "Beta" or "Test" in the app name. Don't claim features you don't have. Don't mention competitor platforms ("Also on Android!"). Don't use excessive keywords. Be honest - reviewers will check.

Icon Consistency

The icon shown in the App Store must match what appears when users install. Sounds obvious, but version mismatches happen more than you'd think. Check this before every submission.

URLs Must Work

Support URL, privacy policy URL - test them right before submission. A 404 error is an instant rejection. The Support URL also needs to provide an actual way to contact you, not just a FAQ page.

App Review Notes

This is your chance to talk directly to the reviewer. Include demo account credentials. Explain anything non-obvious. If your app needs specific hardware, provide a video demo link. If there's a feature that looks suspicious but isn't, explain why before they have to ask.

What Actually Happens During Review

Apple says 90% of apps are reviewed within 24 hours. Here's what's happening behind the scenes:

1. Automated Scans (Instant)

Your binary is scanned for malware, private API usage, and missing metadata. If you fail this stage, you'll know within minutes. Private APIs are an instant rejection - no human review needed.

2. Queue Time (12-48 hours)

Your app waits for a human reviewer. Resubmissions after rejection get priority - usually reviewed within 12-24 hours instead of 24-48. Check your email regularly; Apple might ask questions.

3. Human Testing (30 min - 4 hours)

A real person installs your app on a fresh device. They'll try your login flow, test IAP, verify permissions match your stated reasons, and check that your screenshots are accurate. They test on iPad even if you target iPhone-only. They test in airplane mode. They test edge cases you probably didn't.

4. Decision

Approved: You're live. Celebrate.
Rejected: You'll get specific guideline numbers and usually a description. Fix it and resubmit - no waiting period. If you think the rejection is wrong, you can appeal to the App Review Board (takes 5-14 days).

Top Rejection Reasons (Real Data)

Based on Apple's guidelines and developer community reports. These account for the majority of rejections:

  • 1. Guideline 2.1 - Crashes & Bugs: ~30% of all rejections. One crash = instant rejection.
  • 2. Guideline 5.1 - Privacy: Now the #1 rejection category overall. Missing policies, ATT violations, no account deletion.
  • 3. Guideline 2.3 - Metadata: Screenshots don't match, misleading descriptions, pricing inconsistencies.
  • 4. Guideline 4.2 - Minimum Functionality: Web wrappers, too simple, no native features.
  • 5. Guideline 3.1 - IAP Issues: Missing "Restore Purchases", bypassing Apple payment, unclear subscription terms.
  • 6. Missing Demo Account: Reviewer can't test features. Provide working credentials in App Review Notes.
  • 7. Incomplete Content: Placeholder text, "Coming Soon" buttons, broken links, lorem ipsum.
  • 8. Guideline 4.8 - Sign in with Apple: Using social login without offering Apple's option.

AI-Powered Pre-Submission Review

Here's the reality: you can read the App Store Review Guidelines cover to cover and still miss something that gets you rejected. The guidelines are 100+ pages and constantly changing. What if you could have an AI audit your code and metadata against every single rule before you submit?

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📋 Pre-Submission Audit

AI prompts that check your metadata, permissions, IAP implementation, and privacy compliance against current guidelines.

🔍 Code Review Patterns

Common code smells that trigger rejections: force unwrapping, missing error handling, private API usage detection.

📱 Framework-Specific

Dedicated guidance for Swift/UIKit, SwiftUI, React Native, and Expo apps - because each has its own gotchas.

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Deep Dive Guides

Need more detail? Explore our focused guides on submission, compliance, and troubleshooting.

App Store Connect & TestFlight

Step-by-step guide to uploading your binary, managing TestFlight, and the final submission process.

Troubleshooting Rejections

Detailed breakdown of common rejection codes (Guideline 4.1, 2.1) and how to fix them efficiently.

Legal, Privacy & IAP

Deep dive into Nutrition Labels, Account Deletion requirements, and complex In-App Purchase rules.

Privacy Policy Requirements

Complete guide to privacy nutrition labels, Required Reason APIs, privacy manifests, and account deletion.

Metadata Best Practices

Optimize app name, subtitle, keywords, description, and screenshots for better discoverability and conversions.

Screenshot Sizes 2025

Complete reference for all required screenshot dimensions across iPhone, iPad, Apple Watch, and Mac.

References

The Bottom Line

Look, getting an app through review isn't rocket science. But it does require attention to details you might not think about. The developers who get approved on the first try aren't lucky - they've just learned what Apple actually checks for. Now you have too.

Quick mental checklist before you hit submit: Does it crash? Does the reviewer have a way to test everything? Is your privacy policy actually accessible? Does your IAP have a restore button? Are your screenshots current? If you can answer yes to all of those, you're ahead of 40% of first-time submissions already.

And if you do get rejected - it happens to everyone. Read the rejection message carefully, fix the specific issue they mentioned, and resubmit. Resubmissions get priority review (usually 12-24 hours). Apple wants you to succeed. They just want you to follow the rules first.

Good luck. You've got this.