Apple rejects apps mostly for ordinary reasons: crashes, placeholder content, a missing demo login, screenshots that do not match the app, a thin "website in an app", and privacy gaps. Apple's App Review page says that on average over 40% of unresolved issues relate to guideline 2.1, App Completeness. Everything below was read on Apple's pages, including the App Review Guidelines, on 9 October 2026.
The common reasons, guideline by guideline
| Reason | Guideline | How to avoid it |
|---|---|---|
| Crashes, bugs, unfinished build | 2.1(a) | Test on a real device with the latest OS |
| Placeholder text, empty sites | 2.1(a) | Scrub lorem ipsum, test every link |
| No demo login, backend off | 2.1(a) | Give a working demo account |
| In-app purchases not visible | 2.1(b) | Make them reachable, or explain in notes |
| Screenshots or description mislead | 2.3, 2.3.3 | Show the real app in use |
| Hidden or undocumented features | 2.3.1(a) | Describe every feature in the review notes |
| Just a website in a wrapper | 4.2, 4.2.2 | Add native, app-like features |
| Template or copied app | 4.1, 4.2.6, 4.3 | Make it distinct, submit from your own account |
| Missing privacy policy | 5.1.1(i) | Link it in App Store Connect and in the app |
| Vague permission requests | 5.1.1(ii) | Write clear purpose strings |
| No account deletion | 5.1.1(v) | Add deletion inside the app |
| Social login without alternative | 4.8 | Offer an equivalent login service |
| Selling digital features outside Apple payments | 3.1.1 | Use in-app purchase for digital features |
What Apple's wording means
- 2.1 App Completeness. Submissions "should be final versions with all necessary metadata and fully functional URLs". Also "include demo account info (and turn on your back-end service!) if your app includes a login". If you cannot give a demo account for legal or security reasons, a built-in demo mode needs prior approval from Apple.
- 2.3 Accurate Metadata. Screenshots, descriptions and previews must "accurately reflect the app's core experience". Under 2.3.3, screenshots "should show the app in use, and not merely the title art, login page, or splash screen".
- 4.2 Minimum Functionality. Your app needs features, content and UI beyond "a repackaged website". Apps that are mainly "marketing materials, advertisements, web clippings, content aggregators, or a collection of links" fall under 4.2.2.
- 4.3 and 4.2.6. 4.3(b) bars apps indistinguishable from what is already widely available. 4.2.6 rejects apps made from a commercialised template or app generation service unless submitted directly by the content provider.
- 5.1.1 Privacy. A privacy policy link in the App Store Connect metadata field and inside the app (5.1.1(i)). Purpose strings must "clearly and completely describe your use of the data" (5.1.1(ii)). Ask only for data your core feature needs (5.1.1(iii)).
- 4.8 Login Services. If you use a third-party or social login to set up the primary account, you must also offer another login service that limits data collection to name and email, and lets users keep the email private.
- 3.1.1 In-app purchase. To charge for features or functionality inside the app, "you must use in-app purchase".
- Wrong entity. Banking, cryptocurrency, healthcare, gambling and air travel apps, among others, must be submitted by the legal entity providing the service, not an individual.
What to put in App Review notes
Missing details can delay or fail the review. Put in the App Review Information section of App Store Connect:
- A demo username and password that work right now.
- Steps to reach non-obvious features.
- How in-app purchases are triggered, and why any item might not be visible.
- Hardware or an environment the reviewer needs, or a demo video.
- Documents for regulated features, such as licences.
- Contact details that someone answers.
Keep the backend live during review, and test the demo account the day you submit.
If you are rejected
Apple's message names the guideline. Per its Reply to App Review messages page:
- Open the app in App Store Connect.
- Click the link for unresolved issues.
- Choose Resolve, then Reply to App Review. You can attach screenshots and documents.
If you believe Apple misunderstood the app, Apple's App Review page allows an appeal to the App Review Board. It must give specific reasons, be one appeal per rejected submission, and follow any requests for more information. Apple also offers expedited review "if you face extenuating circumstances", such as a critical bug fix (include the steps to reproduce it) or an event launch.
TestFlight is reviewed too
Per Apple's TestFlight help, external testers' first build goes through TestFlight App Review; later builds for the same version might not.
Fees, enrolment and commission
The Apple Developer Program costs US$99 per membership year, as listed on 9 October 2026 on Apple's membership page. An organisation needs a D-U-N-S Number (not required for government entities), a legal entity name, a public website and a work email on its domain, per Apple's enrolment page.
Commission, as listed on 9 October 2026: 30% on digital goods and services sold through the App Store, 15% for the App Store Small Business Program and some other programmes, and 15% for qualifying subscriptions. Per Apple's Small Business Program page, developers with up to 1 million USD in proceeds in the prior calendar year can qualify. Apple lists different rates for certain apps in Brazil, the European Union, Japan, the Netherlands, Russia and South Korea. India is not on that list.
See also how long does it take to build an app, app development cost in India, and for Android how to publish an app on the Play Store. Our concept work Bean is a prototype iOS app, not client work.
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Frequently asked questions
Why is my app being rejected by Apple?
The rejection message names the guideline. Usual causes: crashes, broken links, placeholder content, a missing demo account, inaccurate screenshots, a repackaged website, copycats and privacy gaps. Read the guideline number first, then fix and reply.
How hard is it to get an app approved for the App Store?
It is manageable if the app is finished and well documented. Apple says App Review typically reviews at least 50% of submissions in under 24 hours and 90% in under 48 hours, so delays usually come from rejections. A working demo account, accurate screenshots and a privacy policy remove most of the risk.
Does Apple still take 30%?
As listed on Apple's membership page on 9 October 2026, the standard commission on digital goods and services is 30%. It is 15% for the Small Business Program and some other programmes, and for qualifying subscriptions.
How long does App Store review take?
Apple says App Review "typically" reviews at least 50% of submissions in less than 24 hours and 90% in less than 48 hours. That is not a guarantee, and an incomplete submission may be delayed or not pass. For a critical bug fix or an event deadline, you can request an expedited review.
How do I appeal an App Store rejection?
Apple allows an appeal to the App Review Board if you think it misunderstood your app. Give specific reasons your app complies, submit one appeal per rejected submission, and answer any requests for more information first. For simple issues, reply in App Store Connect, fix the problem and resubmit.