In this post, we'll share tips to help you submit apps that deliver original ideas to your users. When working on your app, focus on creating interesting, unique experiences that aren't already available. Apps that actively try to copy other apps won't pass review, and accounts that repeatedly submit copycat apps or attempt to impersonate a service will be closed. The rules that prevent copycat and impersonator apps from being distributed on the App Store are described in App Review Guideline 4.1: 4.1 Copycats (a) Come up with your own ideas. We know you have them, so make yours come to life. Don’t simply copy the latest popular app on the App Store, or make some minor changes to another app’s name or UI and pass it off as your own. In addition to risking an intellectual property infringement claim, it makes the App Store harder to navigate and just isn’t fair to your fellow developers. (b) Submitting apps which impersonate other apps or services is considered a violation of the Developer Code of Conduct and may result in removal from the Apple Developer Program.(c) You cannot use another developer’s icon, brand, or product name in your app’s icon or name, without approval from the developer. These requirements help make the App Store both a safe place for people to discover apps and a platform for all developers to be successful. Best Practices Here are three best practices that will help you submit apps that follow App Review Guideline 4.1: 1. Submit apps with unique content and features. People want apps that provide unique experiences. Find areas that aren't currently being served and build compelling apps for those audiences. Do: Create apps that provide a new experience or a unique spin on an existing concept. Design original, delightful interfaces that elegantly meet your user's needs. Don't: Don’t imitate the features and functionality of other apps. Don’t copy the look and feel of other apps, such as using an identical user interface design. 2. Make sure App Store metadata only contains relevant information and content you either own or have permission to use. The metadata provided in App Store Connect is used to populate your app's product page on the App Store. People rely on this metadata to learn about your app and what it has to offer. Leveraging the popularity of another brand or app, either by including irrelevant references or protected content, is misleading and won't help your app succeed. Do: Use engaging, descriptive language to describe your unique app. Create original content that best represents your app, such as screenshots showing the actual app in use. Don't: Don't use protected material you do not have the necessary permission to use, such as app icons that are similar to icons of a popular app. Don’t include irrelevant references, such as popular app names or trademarked terms, in any metadata fields. 3. Provide information that is authentic and verifiable. People want to know the developers behind their favorite apps are who they say they are. It's important to continually review and provide up-to-date information, including the developer or company name listed on your Apple Developer Program account, the Support URL listed on your app's product page, and other helpful information. This will enable your users to contact you when they need help and it will also hinder people who may try to impersonate you, your app, or your service. Do: Make sure all information, resources, and documentation related to your account and apps are current and accurate. Don't: Don’t provide inaccurate information or resources, such as directing people to outdated support pages. Don’t provide fraudulent documentation. Accounts that submit fraudulent documentation will be removed from the Apple Developer Program. Support Incorporating these best practices into your app's development will help you submit apps that follow App Review Guideline 4.1. If you need additional assistance, consider taking advantage of one of the following support options available from App Review: If your submission has been rejected, reply to the message from App Review in App Store Connect and request clarification. Request an App Review Appointment to discuss the results of our review. Appointments are subject to availability, and take place during local business hours in your region on Tuesdays and Thursdays. If you believe your app follows the App Review Guidelines, consider submitting an appeal to the App Review Board. Resources Learn about foundational design principles from Apple designers and the developer community. Learn how to create engaging App Store product pages. Note that apps that violate intellectual property rights are subject to removal through the App Store Content Dispute process. If you believe an app on the App Store violates your intellectual property rights, you can submit a claim.

Here are some tips from App Review for a smooth review experience. We’ve split them into two categories: Before You Submit and After You Submit. We’ve also made an easy-to-follow Submission Guide you can save and reference at any point on your App Store journey. Before You Submit Tips Enable a complete review. Make sure you’ve provided demo accounts or implemented an account demonstration mode before you submit. We’ll need to review the entire app experience, both with and without an account. Provide up-to-date demo account login credentials in the App Review Information section on the app version page in App Store Connect. If your app has multiple account types (such as admin and general users), use the Notes field to provide additional demo account credentials for each account type. If your app requires an authentication code in addition to the login credentials, provide the code in advance in the Notes field. Otherwise, a call may be required to complete the review. Apps that handle sensitive user information, or operate in highly regulated industries, can implement demonstration modes that exhibit full features and functionality while using demonstration data. Use the Notes field in App Store Connect to provide information to App Review. The App Review Information section of App Store Connect includes a Notes field. Provide any information that could be relevant to your submission’s review: Submitting a new app? Tell us about your app's concept, business model, and if your app is designed to only operate in certain locations. Submitting an update? Tell us about what’s changed and where to locate significant new content or features. Connecting to hardware? Attach a video, not a screen recording, that shows both the hardware and the app running on a physical Apple device as they pair and interact. Test your app on physical devices before submitting for review. Use TestFlight to distribute your app for beta testing. App Review evaluates apps the way your users will use them: installed on real devices and connected to networks with real-world conditions. Make sure your pre-submission testing includes running the app on each device platform where it could be used. Users expect the app to function on all the devices where it’s available. TestFlight will help you do quality assurance and beta testing on real devices. Share your beta app with internal testers on your Apple Developer Program account or to external users via an email invite or public link. Configure In-App Purchases for review in the sandbox environment. App Review assesses In-App Purchases in the same sandbox environment Apple provides for testing them. The sandbox lets us use real product data and server-to-server transactions, without incurring any financial charges. Take these steps to prepare your In-App Purchases for review: Accept the Paid Applications Agreement in App Store Connect. Submit the In-App Purchases in App Store Connect that you’d like reviewed. Follow the steps in TN3186: Troubleshooting In-App Purchases availability in the sandbox if your app fails to display your In-App Purchases. Note: In-App Purchases don’t need prior approval from App Review to function in review. Join a Meet with Apple event if you need assistance before you submit for review. Request an App Review appointment through Meet with Apple to chat with an App Review expert about how to prepare for review, ask questions about specific guidelines, and discuss other topics related to the review process. Appointments are subject to availability during your local business hours on Tuesdays and Thursdays. After You Submit Tips Contact App Review if you need assistance with an ongoing submission. If your submission doesn’t pass review and you have questions, contact App Review directly by clicking Reply to App Review in App Store Connect. You’ll receive a reply from a review specialist who’s familiar with your app. You can also use the Reply to App Review message window to request a call with an Apple representative. Include your preferred time and language for the call and we’ll do our best to accommodate your requests. Use the Bug Fix Submissions process to quickly deliver bug fixes and resolve other issues on the next submission. If an update includes bug fixes and is rejected, you will be given the option to resolve the issues on your next submission, as long as there are no legal or safety concerns. App Review will let you know if your submission is eligible by including this note at the top of the rejection message: Bug Fix Submissions The issues we've identified below are eligible to be resolved on your next update. To accept this offer, simply reply to the rejection message in App Store Connect and let App Review know you’ll resolve the issues on the next submission. Share ideas with Apple about how to improve or clarify the App Review Guidelines by submitting guideline feedback. Just as the App Store is always changing and improving to keep up with the needs of customers, the App Review Guidelines may be revised to provide new and updated guidance. If you have ideas for improving or clarifying our requirements you can suggest guideline changes. If your submission was rejected but you believe it follows the App Review Guidelines, consider submitting an appeal to the App Review Board. If your submission didn’t pass review but you have reason to believe it follows the App Review Guidelines, you can submit an appeal to the App Review Board. You can also file an appeal if you think we misunderstood your app or the review was unfair. The App Review Board will contact you as soon as they complete their investigation.

Hey all, I am a first time publisher navigating the App Review process. I want to publish a watchOS only app, but keep getting this feedback: Regarding 4.0, Apple Watch app icon's background color is still black. Based on our investigation, you have included plain black icons. To resolve this issue, it would be appropriate to modify your app's Apple Watch app icon to include a lighter background color to ensure that it is recognizable and appears circular on Apple Watch. I set the following configs: Project -> Targets -> Apple Watch App -> App Icons & Launch Screen -> App Icon set to my Icon Composer file. Checked App Icons Source. I was able to install my build through TestFlight and successfully install on my watch, and the App Icon displays properly there. I also saw a recent Reddit post from another developer facing the same issue. I can't link that post, but will share this post with the OP. I attached what the reviewer sent me with the rejection.

Dear App Review Team, Our app – Apple ID 6754872058 has been stuck in the “In Review” status for over 7 days (since Jan, 15 at 10:44 PM). Normally, reviews begin within a few days, but in our case, it seems unusually delayed. Could you please clarify: • Is there a specific reason for this hold? • Is any action required from our side? • When can we expect the review to finish? Thank you very much for your time and assistance.

Hello! I have a web extension I've written to Google Chrome and Mozilla Firefox. It's made up of simple files. The extension (content.js) A manifest (manifest.json) file which explains the extension The icon (icon.png) Apple has developed App Store Connect / Xcode Cloud specifically for this. I upload those three files as a zip. I move it over to TestFlight for testing and then select Distribution to put it through Apple Review. This is my entire process. I have been doing this for 4+ months and Apple reviewed my application and put it up. I have then gone through 13 subsequent reviews (ALL POSITIVE) and have gone through version upgrades for months, no issue. On the 15th review, they want me to change the name of my application. I have done that in the content.js, the manifest.json, and anywhere that allows me to change it in App Store Connect. There is apparently one more place they want it changed. This is on the App Information / General Information tab, specifically the "BundleID". The tip on that field says: The bundle ID must match the one you used in Xcode. It can't be changed after you upload your first build. Or, I am not understanding what their issue is or what else I can change. I was told by Review team I must use XCODE to change this. I tell them I don't use XCode (they demand now I use Xcode, which seems completely irrelevant here and a red herring The tooltip itself says I can't change it anyway? Has anyone been told after they released their application they have to change their name later on in life?

Please who could explain better what i need to do at this point when my submission is rejected? Guideline 5.1.1 - Legal - Privacy - Data Collection and Storage The app does not meet all requirements for apps that offer highly regulated services or handle sensitive user data. Specifically: The app must be published under a seller and company name that is associated with the organization or company providing the services. In this case, the app must be published under a seller name and company name that reflects the Nigerian Shippers’ Council name. The guideline 5.1.1(ix) requirements give users confidence that apps operating in highly regulated fields or that require sensitive user information are qualified to provide these services and will responsibly manage their data. Next Steps To resolve this issue, it would be appropriate to take the following steps: The app must be published under a seller name and company name that reflects the Nigerian Shippers’ Council name. If you have developed this app on behalf of a client, you may resubmit the app through their account, if they have one. You may also request an update to the company name on your account by having the Account Holder edit the account information. Please note that you cannot resolve this issue with documentation showing permission to publish this app on behalf of the content owner or institution.

Did any one face this issue "Note that users expect apps they download to function on all the devices where they are available. Since your app may be downloaded onto iPad devices, it is important that it also function as expected for iPad users" even though we already done the following Target → General → Deployment Info Devices: ☑ iPhone ☐ iPad ← MUST be unchecked UIDeviceFamily = 1 Mac Catalyst is set to NO

Hello everyone, I'm seeking advice from the community regarding an App Review rejection I've been struggling with. Situation: My Mac app, an application launcher, has been rejected under Guideline 5.2.5 for being "too similar to LaunchPad, which creates a misleading association with Apple." After requesting specific feedback on what needs to change, I received only a generic response directing me to read the guidelines without any actionable details about which features or design elements are problematic. My App's Differentiating Features: My app includes numerous features that distinguish it from LaunchPad: Windowed mode in addition to fullscreen Category topbar with filtering capabilities Resizable grid with customizable icon sizes and spacing Advanced organization with custom categories, tags, and usage tracking Different visual design language and interaction patterns The Challenge: I've observed several other app launchers on the Mac App Store that appear to share more similarities with LaunchPad than mine does (e.g., identical pagination, similar grid layouts, similar visual design). This makes it difficult to understand why my app specifically was flagged. What I've Tried: Provided detailed documentation of differentiating features Requested specific feedback on which elements need changing Compared my app to approved alternatives on the store Received only a generic response with no actionable guidance Questions for the Community: Has anyone else faced this type of rejection for app launchers or similar utility apps? What specific changes did you make that satisfied App Review? Are there particular visual elements or features that App Review considers "off limits" for this category? Should I consider filing a formal appeal, or is there a better path forward? Are there any Apple engineers who might be able to provide insight into how to differentiate from built-in macOS apps while still solving the same user problem? My Goal: I'm not trying to clone LaunchPad - I'm trying to provide users with a more powerful, customizable alternative. However, without specific guidance on what crosses the line, I'm stuck in a loop where I can't make meaningful changes. Any advice, experiences, or suggestions would be greatly appreciated. Has anyone successfully navigated a similar rejection? Thank you in advance for your help!

Hello, I submitted my game app on 28 Dec last year. Unfortunately, it was stuck in review for weeks. I've tried submitting a request to expedite the review, I've reached out via the contact form, I've even tried resubmitting the build - all to no avail. Prior to this, I've been able to release monthly updates without trouble. Any advice on this issue would be greatly appreciated, thank you kindly!

Hi everyone, We’re looking for advice regarding an App Store review rejection and would really appreciate insights from developers with similar experience. Our app is a retro game emulator platform. It provides emulator functionality only (e.g. NES / GB / GBA emulation) and does NOT include, bundle, or download any game ROMs. Key points about our app design: ❌ No ROMs are bundled or distributed ❌ No in-app ROM downloads ✅ Users can only import their own ROM files that they legally own (e.g. personal backups) ✅ No copyrighted game names, box art, screenshots, or branding are used ✅ The app is positioned as a general-purpose emulator tool, similar to a media player that plays user-provided files However, during review we received the following rejection: The app appears to contain copyrighted video game files. Apps and their content should not infringe upon the rights of another party… We’re confused about what might have triggered this decision and would appreciate guidance on: On what basis Apple may conclude that the app “contains” copyrighted game files? Could this be related to: App screenshots or preview videos? Default demo flows or UI text? The emulator functionality itself? What changes are typically required to pass review, such as: Adding stronger legal disclaimers Requiring user confirmation that imported ROMs are legally owned Removing any potentially misleading UI wording Explicitly clarifying ROM ownership responsibility We’ve noticed that similar emulator apps already exist on the App Store, so we’re trying to understand: Whether there is a clear compliance path What modifications have worked for other developers in similar cases Thanks a lot in advance for any advice or shared experience 🙏 Happy to provide more details if needed.

something wrong with the network? 2026-1-13, we upload package, but rejected 2 times. what happened? I am so confusing.

Hello, I received an App Store rejection (ITMS-91065: Missing signature) for one of my iOS apps related to vendor-signed third-party SDKs and I want to understand the rule more clearly. My understanding is that some third-party SDKs must be vendor-signed; I believe the vendor list is: https://developer.apple.com/support/third-party-SDK-requirements/. In my app, for example, I have a fork of RxSwift that we build from source and therefore self-sign. That seems reasonable, but it does mean that it will no longer be signed by the vendor. How can I ensure I won't be flagged for using a non–vendor-signed third-party SDK in this case? Thanks, Sam

Tablet is set to false in the code. Device family only says iPhone in the metadata. I was not required to upload iPad photos. Yet, I keep getting rejected because of how it performs on iPad.. Can someone please help me if you have a moment This is the only rejection reason This is so disheartening that I am not being heard

Hello, I submited an app for review on the 1st January, since then I have had two messages back regarding questions / issues with the setup on the app. The last message was on the 7th Jan to which I corrected the problem (was a setting within the app store). I have not had a reply back since, I have also sent an e-mail to support but not had a reply. Could someone look at this please to get things moving? I would hope the app is in a state to be approved at this point. Thank You.

Hello everyone, We received a Pending Termination Notice on Nov 4, 2025, flagging our developer account for removal under Section 3.2(f) of the Apple Developer Program License Agreement. The notice alleged that our app submissions "repeatedly violated the App Review Guidelines in an attempt to evade the review process." We unequivocally state that there was no intent to evade review or act dishonestly. The repeated submissions were actually a result of our efforts to resolve a trademark dispute regarding our app icon with a third party. We were in active legal negotiations to update our assets to a compliant design. The resubmissions were attempts to update the metadata to comply with these legal requests. Unfortunately, this overlapped with the App Review process and created the appearance of "evasion." Case Details: Case Number: 102748595474 App ID: 1599464287 Notice Date: Nov 4, 2025 Current Status: Appeal submitted; awaiting review. What we've done so far **Legal Resolution:** We are now in the final stages of a legal settlement with the third party. We have obtained a statement from our legal counsel and evidence of this settlement to demonstrate our Good Faith and commitment to the App Store Guidelines. **Appeals Submitted:** We have diligently followed standard procedures and submitted three formal appeals, with the latest one submitted on Nov 22. **Support Contact:** We have contacted Developer Support multiple times via email to follow up. Questions: * Given the expiration of the termination deadline, is there any way to confirm if our account is safe from automatic removal while the review is ongoing? * Are there any additional steps we should take to bring this to the App Review Board's attention? * Is there any other documentation we should submit to expedite the process? The 30-day appeal window ended on Dec 4, and this deadline has now passed. We are deeply concerned that our account may be automatically terminated despite our full cooperation and pending appeal. Having been a dedicated developer for over 8 years, we are eager to resolve this amicably. Thank you for your time and assistance.

Hello, we submitted the app review on December 26, 2024. App name: 469体育On January 14, 2025, we received an email stating that we had violated Apple Developer 3.2 (f) regulations. Although we do not know the specific reasons, we have made every effort to verify whether there are any violations in the content of our account and app. Our APP is a sports information software named 469 Sports. The application content did not deceive users and the app did not counterfeit other people's products. We have always complied with Apple's relevant regulations and are committed to providing users with a useful sports information product. I hope you can reply promptly and work together with us to solve this problem, taking responsibility for the product and users. thank you!

I was wondering if there was a way to submit an app for review before completing the terms of service and privacy policy in case the app does not get approved.

审核团队到底在干什么？？？开发者发帖，论坛删帖？？掩耳盗铃？？？

Hello everyone, I’m looking for guidance regarding a prolonged App Store review delay. I submitted my app for review more than 12 days ago, and its status has remained “Waiting for Review” with no updates. I have also tried contacting Apple through App Store Connect and the Contact Us option, but I haven’t received any response so far. This app does not include any unusual features, private APIs, or sensitive content, and previous versions (or similar apps) were reviewed much faster. The long delay is blocking a planned release and affecting our timeline. Could anyone please advise: If this review duration is normal lately? Whether there is a recommended escalation path beyond App Store Connect messages? If there are any known review backlogs or issues I should be aware of? Any insights or suggestions from developers who’ve faced a similar situation would be greatly appreciated. Thank you for your time and help.

On January 1, 2026, we received a notice regarding the potential removal of our app with a 30-day resolution deadline. We treated this matter with immediate urgency and submitted an appeal on the same day. However, two weeks have passed without any feedback or clarification. As we have not yet received specific details regarding the violation, we are unable to identify the exact cause or take the necessary corrective actions. With only two weeks remaining in the compliance window, it is critical for us to understand the issue promptly to resolve it before the deadline. Could you please provide an update on the status of our appeal? We are fully committed to complying with App Store policies. If there are any additional materials required or proactive steps we should take while waiting, please let us know.

We are planning to monetize our app. Users should have the option to subscribe to a premium plan. Currently, our app is a companion app, meaning it is an extension of a physical product. With the new update, the app can also be used without the physical product. This functionality will be governed by the subscription. Specifically, users will be able to record a cycling tour using only the app. We also sell a bicycle light (a physical product). Can we state that users who own the bicycle light and pair it with the app can use the app for free, i.e. without a subscription, and still access the premium feature for recording an activity? We are unsure how Apple Guideline 3.1.4 applies in this case.

Hi everyone, We’re looking for advice regarding an App Store review rejection and would really appreciate insights from developers with similar experience. Our app is a retro game emulator platform. It provides emulator functionality only (e.g. NES / GB / GBA emulation) and does NOT include, bundle, or download any game ROMs. Key points about our app design: ❌ No ROMs are bundled or distributed ❌ No in-app ROM downloads ✅ Users can only import their own ROM files that they legally own (e.g. personal backups) ✅ No copyrighted game names, box art, screenshots, or branding are used ✅ The app is positioned as a general-purpose emulator tool, similar to a media player that plays user-provided files However, during review we received the following rejection: The app appears to contain copyrighted video game files. Apps and their content should not infringe upon the rights of another party… We’re confused about what might have triggered this decision and would appreciate guidance on: On what basis Apple may conclude that the app “contains” copyrighted game files? Could this be related to: App screenshots or preview videos? Default demo flows or UI text? The emulator functionality itself? What changes are typically required to pass review, such as: Adding stronger legal disclaimers Requiring user confirmation that imported ROMs are legally owned Removing any potentially misleading UI wording Explicitly clarifying ROM ownership responsibility We’ve noticed that similar emulator apps already exist on the App Store, so we’re trying to understand: Whether there is a clear compliance path What modifications have worked for other developers in similar cases Thanks a lot in advance for any advice or shared experience 🙏 Happy to provide more details if needed.