Common mistakes when submitting your app to App Store review (and how to avoid them)

Most apps get rejected on their first attempt — and almost always for the same reasons. This is the list of the most frequent mistakes that delay or sink Apple’s review, and what to check before pressing “Add for Review”.

What Apple evaluates

Every app is reviewed by real people on the App Review team against the App Store Review Guidelines. Apple states that 90% of submissions are reviewed within 24 hours; in practice the usual range is 24 to 72 hours, and the first version of a new app can take up to a week. If your submission is incomplete, review times stretch out or the submission simply isn’t approved.

Important: never plan a fixed-date launch less than a week after submission. Review time isn’t guaranteed and a rejection can push back your entire calendar.

The 5 most common rejections

1. Incomplete app (guideline 2.1)

Crashes, broken features or a demo account that doesn’t work. It’s the #1 rejection: more than 40% of cases.

How to avoid it: test on a real device before submitting, and verify yourself the username and password you leave for the review team.

2. Inaccurate metadata (guideline 2.3)

Screenshots that don’t show the real app, or descriptions promising features that don’t exist.

How to avoid it: use screenshots of the app’s current state and describe only what it does today.

3. Spam / cloned apps (guideline 4.3)

Apps indistinguishable from others already published, or repackaged templates.

How to avoid it: offer a clear, visible difference: your own functionality, content or experience.

4. Privacy (guideline 5.1.1)

Requesting personal data the app doesn’t need, or without explaining why.

How to avoid it: request only what’s essential, and make sure the privacy questionnaire matches what the app actually collects.

5. Minimum functionality (guideline 4.2)

The app does too little: a wrapped website or a static screen. Reviewers don’t accept test apps or apps of minimal complexity.

How to avoid it: the app must deliver a native experience: interaction, useful content — something a website can’t provide.

Other mistakes that delay review

Broken links. All links in your app must work. A user support link with up-to-date contact information and a link to your privacy policy are mandatory.

Placeholder content. Finalize all images and text before submitting. Items that are “in progress” or contain temporary content won’t be approved.

Incomplete review information. Fill in every detail in the “App Review Information” section of App Store Connect: a valid username and password for an active demo account if there’s a login, details of any special configuration, a demo video if a feature requires specific hardware, and up-to-date contact information. Also make sure your backend services are live and accessible during review.

Unclear data access requests. When requesting permission to access user data, describe clearly and completely how your app will use it. If your code references APIs that access sensitive data, the Info.plist must include the corresponding key with a purpose string explaining why the app needs that data.

Inaccurate screenshots. Screenshots must accurately communicate the app’s value and functionality, and match the correct device type in App Store Connect.

Misleading users or insufficient lasting value. Your app must work as advertised and not give the impression of being something it isn’t. If it offers little functionality or targets too narrow a niche, it may not be approved.

Rejected? It’s not the end

Rejection is a normal part of the process: the vast majority of rejected apps get approved on the second attempt. Never resubmit without changes.

1. Read the exact reason in the Resolution Center of App Store Connect. Apple always cites the specific guideline.
2. Fix what was flagged and resubmit. Re-review is usually faster than the first one.
3. If you believe the rejection is a mistake, reply from the same Resolution Center or appeal. With respect and arguments: reviewers are people.

Tip: use TestFlight before your first review submission. Every crash your testers find is a 2.1 rejection you avoid.