Apple is committed to keeping the App Store a safe place for users to get apps and a great opportunity for all developers to be successful. A reliable review process is critical to this commitment, which is why App Review works around the clock to review at least 50% of submissions in less than 24 hours and 90% in less than 48 hours. Updates with minor changes and bug fix submissions typically move swiftly through review, while other reviews may take longer because they require additional verification. In this post, we'll explain when that can happen and how you can best prepare your submission for a thorough review.
Why some reviews require more time
While most submissions are reviewed within 48 hours, some apps may require additional time because the review involves extra verification steps, such as:
- Documentation review, where App Review requests and verifies supporting materials such as authorizations, licenses, or partnership agreements before approving the submission.
- Complex or novel issues, including apps with regulated content, new platform capabilities, entitlements enabled, or other sensitive features, may require greater scrutiny and consideration.
Common examples may include:
- Medical apps involving health data, diagnostic or treatment features, or other medical claims often require documentation supporting those claims or demonstrating regulatory approval. (Guideline 1.4.1)
- Cryptocurrency exchange apps must be offered by an approved exchange and secure the necessary licensing to operate on each storefront where the app is available. (Guideline 3.1.5)
- Apps operating in highly regulated industries, such as banking and financial services, air travel, healthcare, and similar sectors, must be submitted by authorized legal entities with supporting documentation. (Guideline 5.1.1(ix))
- Apps with third-party intellectual property require verifiable permission to use another party's content, branding, or other protected material. (Guideline 5.2.1)
- Gambling, lotteries, and real-money gaming apps must provide the necessary licensing and permissions for each storefront where the app is available. (Guideline 5.3.4)
If your app falls into one of these categories, the most effective way to reduce your review time is to attach all requisite documentation we'll need for review in the App Review Information section of App Store Connect.
Why this matters: Incomplete submissions require additional back-and-forth before we can complete the review. Including everything upfront is the fastest path to a decision.
Best practices to minimize delays
1. Provide complete information on every submission.
Give App Review everything needed for a complete review, especially for apps with regulated, specialized, or otherwise complex content.
Do:
- Include demo accounts, authentication codes, and any required setup steps in the App Review Information section.
- Use the Notes field to explain your app's concept, business model, or authorization to operate in regulated industries.
- Attach all relevant supporting documentation before submitting the app for review.
- If you're unsure what information is needed for review, schedule an App Review appointment through Meet with Apple to discuss your app's concept.
Don't:
- Don't resubmit the app for review until all identified issues are resolved.
Why this matters: Resubmitting with unresolved issues will result in the same outcome, meaning the submission spends additional time in the queue without a different result.
2. Only provide authentic and verifiable information on your developer account.
Authentic account information and high-quality apps build customer trust and keep your submissions moving smoothly through review.
Do:
- Keep your developer name, Support URL, and account information current.
- Provide authentic, verifiable documentation whenever it's required.
- Only submit apps that have been thoroughly tested on physical devices and are ready for distribution.
Don't:
- Don't submit documentation you're not authorized to use, or that can't be independently verified.
- Don't misrepresent your identity or relationship to other brands or services.
- Don't submit apps that are low-quality, untested, or include incomplete content or features.
When fraud or malicious activity is detected
To protect the App Store's high standards for privacy, security, and quality, we have zero tolerance for fraudulent or malicious activity. App Review investigates all reported or identified conduct that falls outside the App Review Guidelines and the Developer Code of Conduct, which requires accurate representation and integrity across the App Store experience. Examples include:
- Misrepresented developer identity or impersonation, such as providing inauthentic documentation or otherwise pretending to be someone you're not (Guidelines 4.1 and 5.6.2).
- Manipulation of the App Store experience, including gaming charts, search results, reviews or referrals, or attempting to hide features in review (Guidelines 2.3.1(a) and 5.6.3).
- Submitting low-quality apps, as indicated by excessive customer reports, such as negative customer reviews, and high-volume refund requests (Guidelines 4.3 and 5.6.4).
When these signals appear, we investigate thoroughly, and repeated or serious violations can lead to additional rejections, app removals, and account removal from the Apple Developer Program.
Support before or during your review
- If you have a critical timing issue, such as fixing a critical bug or releasing your app to coincide with an event, you can request an expedited review.
- If your submission has been rejected, reply to the message from App Review in App Store Connect and request clarification. You can also reply to request a call with an Apple representative to discuss the outcome of the review.
- If your app has been rejected and you believe it follows the App Review Guidelines, consider submitting an appeal to the App Review Board. Appeals must include specific, detailed explanations for why your app follows each of the guidelines in question.