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.

Hello, With the recent update to Guideline 1.2 stating apps used primarily for “anonymous chat” may be removed, could App Review clarify what “anonymous” means in this context? In our app, users interact using a chosen username and avatar. We don’t display legal names publicly, but each user has a persistent, verified account and all UGC is tied to that account so we can enforce bans. We also provide filtering, reporting, and blocking. Question: Do applications that provide chat functionality with pseudonymous users — meaning users do not display their real names — have the right to exist under this guideline, provided that accounts are persistent and enforceable? If anyone has recently passed review with a similar pseudonymous chat model, I’d appreciate any guidance on how you framed 1.2 compliance.

Hi, Got my first submission rejected due to Design - Minimum Functionality and would like to ask for some guidance on what to do. To give some context of my app. My app is quite simple but solves a common issue in my home town. During the winter month, every street will have a certain time when parking is forbidden. This results in everyone having to move their car several times a week to avoid getting tickets. Every time you move, you need to note and remember when to move it again, etc. A parking ticket for forgetting is around 140 USD. My app aims to solve this by letting the user press a button which makes the app use the current GPS location to fetch the parking relevant parking restriction and create a notification the day before, reminding the user to move their car. Simple UI and nothing fancy. I've also created onboarding that gives relevant information the first time a user open their app. I'm a bit on the fence on what I should do to pass. In my opinion, the functionality is more than a website because it uses GPS, creates notifications, loading spinner when parking restrictions are being fetched, has onboarding, etc. I think an issue that might cause the reviewer to dismiss it is that it currently only work in my specific town - it uses certain APIs to fetch the parking restrictions. So, should I try to create more functionality (not sure what) or do I need to clearly argue my case and demo my apps functionality via recordings? Thanks in advance for any help and guidance :)

My app (App ID: 6757516331) has been stuck in "Waiting for Review" since February 3rd. It has been over a week, and I have not received any updates yet. Any assistance would be greatly appreciated. Thank you.

Hi, My organization is a charitable non-profit as such Apple requires us to be approved through Benevity to be able to accept donations using Apple Pay: Guideline 3.2.2 - Business - Other Business Model Issues - Unacceptable. Can I resubmit by removing Apple Pay and only use Stripe to accept donations using credit card? Thank you

My app was reviewed and approved on Feb 3rd, and still does not show in app store. I have submitted a ticket to Apple Feb 3rd, and still have not received a reply. I get either 404, or "this app is not available your country or region". This does it for me, and anyone I've asked to try it. This is very confusing - please someone help! https://apps.apple.com/us/app/exp-lights/id6758403863

My app has been in “Waiting for Review” since January 31. I already submitted a support case (id - 102819325365) last week, but haven’t received a response. I also requested an expedited review but with no response either. This is not a new app, and all previous submissions were completed in less than 48 hours, so this delay seems unusual.

Hi everyone - My first iOS app submission has been in "Waiting for Review" since Jan 27 (we actually submitted Jan 23, saw no movement, and resubmitted with a small update), and Apple Support has not responded to my outreach. Since Jan 27, our team has implemented a handful of app updates from our roadmap and plans to submit the updated version of the app once the first submission is approved. However, we're at a crossroads: Do we wait for the first submission (currently 14 days and counting) and submit the updated version once (hopefully) approved, rolling the dice that an update to an existing app would see a faster 2-3 day turnaround? Cancel our current version and resubmit the updated one, with the risk that we're just moving ourselves to the back of the queue and get stuck in another 15-20 day "Waiting for Review" status? Any devs with insight or experience navigating these choices, any suggestions would be greatly appreciated.

Hello, My new app (App ID: 6757254070) has remained in the “Waiting for Review” status since February 1 (UTC+9). Because the review process seemed to be taking unusually long compared to my previous experiences, I submitted an inquiry (Reference ID: 102812788306), but I have not yet received any response. For additional context, the app was originally submitted on January 23 and remained in the “Waiting for Review” state for eight days. As I was concerned there might have been an issue with the review queue, I canceled the submission and resubmitted the app on February 1. At this point, I am wondering whether the prolonged waiting time is simply due to a heavy backlog in the App Review process. Thank you very much for taking the time to read this. I hope you have a great day.

Hello everyone, I’m facing an issue with In-App Purchases during App Review and would appreciate guidance from anyone who has encountered a similar situation. Context: New iOS/iPadOS app, first submission. One Non-Consumable In-App Purchase. IAP was created, fully configured, and submitted together with the app version. IAP status in App Store Connect: In Review. App includes Restore Purchase and uses standard StoreKit purchase flow. Paid Apps Agreement is accepted. Problem: During Apple’s review, when the reviewer taps the purchase button, a generic error appears: “Purchase failed. An error occurred, please try again.” Apple rejected the app under Guideline 2.1 – Performance – App Completeness, stating that the IAP shows a bug. What seems to be happening: The IAP itself is still in review and therefore not fully active, which causes the purchase attempt to fail. However, the app cannot be approved because the purchase fails, creating a circular dependency: App cannot be approved because IAP purchase fails. IAP cannot work because the app is not approved yet. According to Apple documentation, IAPs are tested in the sandbox during review and should not require separate approval to function, so I’m unsure what additional step is required. Questions: Is there any special configuration needed to make first-time IAPs work during review? Should Apple reviewers be able to complete sandbox purchases even if the IAP status is “In Review”? Is there a recommended workaround or reviewer instruction to avoid this deadlock? Any insights or real-world experience would be greatly appreciated. Thanks in advance.

Hi, Our app (Tenkobo) received a rejection notice after review due to the fact that we use Gemini AI since 3 builds ago. Since then, we have been improving the disclosure of the data we collect, explicitly stating all the data, introducing a new feature that checks granular consent and syncs consent state for the user to the backend, and controls for whether to send to the Gemini API service for that feature depending on consent state for the user. Moreover, this feature is a premium add-on to a module that already does most things locally on the device and sends to our cloud infrastructure to allow storage and sync when users use multiple devices. It is a multi-platform app. However, despite every improvement, we keep getting the same Rejection reason that "The issues we identified still need your attention. I have asked for help or even that the rejection reason be more specific, but nothing. I have send pictures, and in this last rejection about 8 hours ago, I had to reply with a video showing that what they are asking for is already there. Why does the system work like this? It is frustrating, especially if a development team needs to be guessing how much is too much. We feel we are now close to removing the feature completely out of frustration, and it is very useful feature for our users based on the feedback we received from the android users (the android app has been live since about 6 weeks ago.) Please, what else can we do? We have requested a review meeting with App Review, the entire product plans are now on the verge of being irredeemably disrupted, and the company could go bankrupt just because our reviewer does not deem it fit to tell us exactly what they are expecting to see. Anyone with experience in this area should kindly provide some advise on what to do now. Thank you.

I am writing to request a status update on my organization’s enrollment in the Apple Developer Program. Our application has been in "Pending" status for 10 days, and we have not received any requests for further documentation. Please help to solve my issue

I have a desktop application developed in SwiftUI that shows property locations on the map. That's NOT the main feature. IF you give the application permission to access your location, the blue dot will appear on the map. If you don't, the blue user dot won't appear. That's the only difference with location services. In other words, the application has no use of user's current position beyond showing it on the map. Since it's just the matter of showing or not showing the blue dot on the map, the application doesn't really need to use the location service. Anyway, the reviewer is talking about something else by rejecting the application in two aspects. Guideline 5.1.1 - Legal - Privacy - Data Collection and Storage Guideline 5.1.5 - Legal - Privacy - Location Services As I said earlier, the application only wants to show the blue dot on the map so that you can see your property locations relative to your current location. In code, it's something like the following. Map(position: $propertyViewModel.mapPosition) { ForEach(propertyViewModel.properties) { property in Annotation("", coordinate: CLLocationCoordinate2D(latitude: property.lat, longitude: property.lon)) { ... } } UserAnnotation() } So I'm hit with two rejection reasons with this one line. UserAnnotation() And the reviewer is talking about something like the app is not functional when Location Services are disabled. To resolve this issue, please revise the app so that the app is fully functional without requiring the user to enable Location Services. Well, I can remove the UserAnnotation() line if I want to put this application through the review process. Nothing will become dysfunctional, though, if you decide to reject permission request. So would you remove it or would you play along with this reviewer if you were me? It's been three or four days since rejection. As you can imagine, the reviewer doesn't bother to answer as to What are the exact coordinates that the application has allegedly collected What won't work as a result of location permission request refusal. This isn't the first time I get my app rejected. I've probably had 150 to 200 of them rejected in the past 15 years. And just because a reviewer rejects your app for a bizarre reason, would you give in? Remove this feature and that feature because the reviewer is incompetent such that he or she makes his or her decision based on imagination? What do you think?

Hi everyone, Just wanted to ask if anyone else is experiencing longer-than-usual review times this February. My apps has been in review for a bit longer than normal, so I’m wondering if there are any known delays or if it’s just me. Thanks!

Hello, I am writing here to seek guidance regarding an ongoing issue with Apple Developer Support, as I have not received any response through any official support channel. Since 25 January, I have: Raised multiple support tickets and emails via App Store Connect Tried to contact Apple Developer Support by call (the call option is visible in my account) Scheduled/requested calls where applicable However: No email responses have been received No calls are coming through, even after requesting/scheduling There has been no acknowledgement or update on my issue Due to this, my issue remains completely unresolved, and I currently have no way to follow up or escalate. I would like clarification on the following: Why there has been no response since 25 January, despite multiple attempts Why the call option is visible but no call is received What is the correct escalation process when both email and call support are unresponsive Whether there is an expected response timeline for such cases My intention is not to raise a complaint, but to understand how I can properly communicate with Apple Developer Support and receive guidance on my issue. If any Apple representative or developer who has experienced a similar situation can provide direction, it would be highly appreciated. Thank you for your time and support.

Our app (Tenkobo) received a rejection notice after review due to the fact that we use Gemini AI since 3 builds ago. Since then, we have been improving the disclosure of the data we collect, explicitly stating all the data, introducing a new feature that checks granular consent and syncs consent state for the user to the backend, and controls for whether to send to the Gemini API service for that feature depending on consent state for the user. Moreover, this feature is a premium add-on to a module that already does most things locally on the device and sends to our cloud infrastructure to allow storage and sync when users use multiple devices. It is a multi-platform app. However, despite every improvement, we keep getting the same Rejection reason that " ... Review Device: iPad Air 11-inch (M3) ... The issues we previously identified still need your attention. Guidelines 5.1.1(i) - Legal - Privacy - Data Collection and 5.1.2(i) - Legal - Privacy - Data Use The app appears to share the user’s personal data with a third-party AI service but the app does not clearly explain what data is sent, identify who the data is sent to, and ask the user’s permission before sharing the data. Apps may only use, transmit, or share personal data after they meet all of the following requirements: Disclose what data will be sent Specify who the data is sent to Obtain the user’s permission before sending data Identify in the privacy policy what data the app collects, how it collects that data, all uses of that data, and confirm any third party the app shares data with provides the same or equal protection Next Steps Revise the app to explain what data is sent, identify who the data is sent to, and ask the user’s permission before sharing personal data with a third-party AI service. If it does not already, the app’s privacy policy must also identify what data the app collects, how it collects that data, and all uses of that data, including if it is shared with a third-party AI service. " I have asked for help or even that the rejection reason be more specific, but nothing. I have send pictures, and in this last rejection about 8 hours ago, I had to reply with a video showing that what they are asking for is already there. Please, what else can we do? We have requested a review meeting with App Review, the entire product plans are now on the verge of being irredeemably disrupted, and the company could go bankrupt just because our reviewer does not deem it fit to tell us exactly what they are expecting to see. Anyone with experience in this area should kindly provide some advise on what to do now. Thank you.

Does the App Review process have access to Apple-Hosted Asset Packs during review? My app uses Asset Packs to offer a library of data to the end-user (with a workaround, if unavailable), but I am frequently seeing the workaround screen in App Review with errors I haven't seen elsewhere. The latest error I encountered (via the App Review team's feedback) was: "A server with the specified hostname could not be found." thrown from (to my belief) AssetPackManager.shared.ensureLocalAvailability. This is unexpected to me, as both this code as well as the asset packs have already been released and are working reliably in production. Has anyone else experienced these issues?

Hi everyone, I’m looking for clarification regarding an App Review rejection under Guideline 2.1 – Performance – App Completeness. Apple reported the following issue: Bug description: “Create PIN” button was not responsive Review device: iPad Air 11-inch (M3) OS version: iPadOS 26.2.1 What’s confusing is the following: Observed behavior on our side The app has been tested extensively on: Multiple iPhone models iPad devices (including recent iPadOS versions) In all our testing: The Create PIN button is responsive The tap action triggers correctly The flow completes without errors At this point, we are unable to reproduce the issue described by App Review on either iPhone or iPad. iPhone-only intent vs iPad review The app is designed and optimized for iPhone usage only. However, the review was performed on an iPad device. If an app is available for download on iPad, is it always expected to function fully on iPad regardless of being phone-optimized? If iPad support is not intended, is explicitly disabling iPad in Deployment Info the recommended approach? Clarification on “not responsive” Since all buttons respond correctly during our testing, I’d appreciate clarification on what App Review typically means by “not responsive” in this context: Tap gesture not firing at all? Button appearing enabled but action not triggered? Touch events blocked due to layout or hit-testing issues? A state or validation condition preventing submission? Apple also attached a screenshot showing the Confirm PIN screen with the Create PIN button visible. Given that: The same build functions correctly on iPhone The issue cannot be reproduced on iPad on our side I’d like guidance on the best next step before resubmitting: Restrict the app to iPhone only, or Further adapt and validate the UI specifically for iPad review expectations Any insight from developers who’ve encountered similar review feedback would be appreciated. Thanks.

I submitted my first ever app for review last Thursday, yet I have still had no updates from Apple regarding my review. Is this common for a first time submission or should I be slightly worried that i've been lost in the queue??

I’ve previously shipped apps to the App Store, but I’m encountering an In-App Purchase issue on this submission. During App Review, tapping Continue on the paywall shows: “Plans not available, try again later.” This leads to a rejection under Guideline 2.1 – App Completeness. I’ve confirmed: Paid Apps Agreement is active Subscription plans are Ready to Submit StoreKit returns products during sandbox testing Purchases work correctly with fresh sandbox users Is there any way to reproduce or validate the App Review sandbox environment without repeatedly resubmitting? Are there known reasons this error appears in review but not during local sandbox testing? Thanks.

Hello, I’m developing an educational iOS app called “Lipi – Punjabi Kids Learning” that delivers pre-created educational content using a subscription model, similar to how Netflix or Kindle deliver content. Users subscribe on our website, and the iOS app provides access to that subscribed content only. No digital content or subscriptions are purchased inside the iOS app. I’m trying to apply for the Reader App / External Link Account Entitlement, but I’m unable to find a dedicated application form. The previously referenced URL (developer.apple.com/contact/request/reader-app/) no longer works. Could someone from Apple or the community please confirm the current and correct process to request this entitlement? App details: App Name: Lipi – Punjabi Kids Learning Bundle ID: com.app.meriLipi Category: Education Content: Video lessons, live classes, quizzes, and writing exercises Website: https://merilipi.com Pricing: https://merilipi.com/pricing I’ve already contacted Apple Developer Support and App Review, but I want to ensure I’m following the latest recommended process. Thank you for your guidance.