3 weeks, 4 rejections, 4 expedited requests, $10,000+ in losses — our app is still “Waiting for Review” with no end in sight

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Created 19h

Replies 4

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Hello App Review Team,

I’m writing this as a last resort after 3 weeks of an exhausting and costly review process for our app Hook — Smart Message Assistant (iOS 1.0.0).

Full timeline:

•	May 3: First submission
•	June 4: Rejected (marketing language)
•	June 4: Resubmitted with all fixes
•	June 8: Rejected (Guideline 3.1.2c — subscriptions)
•	June 9: Resubmitted with every issue fully addressed

June 17: Rejected (Guideline 2.1a — app crash + sign-in bug) • June 17: Resubmitted same day with critical fixes • June 23: Resubmitted again with additional bug fixes • Today: Still “Waiting for Review” — no movement, no communication

We have submitted 4 expedited review requests — all approved. We have contacted Developer Support multiple times. Every time we are told “it will begin shortly.” It never does.

Business impact: We have a contractual launch deadline and active paid marketing campaigns running. Every week of delay costs us thousands of dollars in direct losses. We have already lost over $10,000 in sunk marketing costs and missed revenue. We have addressed every single issue Apple raised — promptly, thoroughly, and without complaint. We are not asking to skip the process. We are asking for someone to actually look at our submission and tell us if something is blocking it.

Apple ID: 6766006483

This is not a normal delay. This is 3-4 weeks of a small team’s work being held hostage with no explanation.

Thank you.

Answer 1

Etresoft OP

13h

This is not a normal delay

No. It is not. This is exceptionally good response time from Apple.

We have submitted 4 expedited review requests — all approved. We have contacted Developer Support multiple times. Every time we are told “it will begin shortly.” It never does.

When you submit expedited review requests under conditions like this, then that diminishes the values of those requests for other developers.

June 23: Resubmitted again with additional bug fixes • Today: Still “Waiting for Review” — no movement, no communication

Today is June 23.

We have addressed every single issue Apple raised — promptly, thoroughly, and without complaint.

You're literally complaining right now.

It looks like you've set up unrealistic deadlines and now you're rushing. It's never going to turn out well if you're in a hurry and depending on the actions of someone else, who isn't in a hurry, and has more power than you.

App Store Connect has a feature where you can take as much time as you need to submit your app, fix bugs, and get ready to release. Then, when you're ready, and on your schedule, you can start your marketing campaign and release your app at the appropriate time.

However, I should point out that even in that case, it can take up to 24 hours for your app to be published in all selected global storefronts. So you should probably release your pre-approved app the day before you need it. This is generally a business of months and years, not days.

Answer 2

Eden_market OP

13h

You’re right that planning ahead is ideal, and I take that point. However, our app was submitted 3 weeks ago — long before our deadline. The issue isn’t poor planning, it’s that we’ve been caught in a rejection loop through no fault of our own, addressing every issue promptly. We’re simply asking for visibility into what’s blocking our submission.

Answer 3

Tomato OP

4h

I would hire somebody with a lot of submission experience if I were you. Although I have an experience of about 300 software titles in the past 15 years, I won't take the job, though.

Answer 4

Eden_market OP

48m

Thanks for the suggestion. We’ve already gone through 4 full review cycles with detailed responses to each rejection — marketing language, legal docs, technical crashes on iPad, all addressed. This isn’t a submission experience issue, it’s a process transparency issue. Once a build is submitted with all issues resolved, there should be a clear SLA. 3 weeks with no communication isn’t acceptable for any developer, experienced or not