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.

Apple platforms make it easy to distribute your app to a variety of compatible devices, so it’s important to maximize your app experience on each platform you support. Here are some tips from App Review to help you understand how device compatibility impacts your app’s distribution — and how to make sure your apps shine on every platform they’re on. Understand device compatibility There are many ways an app built for one Apple device can run on other Apple devices: Apps designed for iPhone can run on iPad devices in compatibility mode if there are no dependencies on iPhone device capabilities. Compatible iPhone and iPad apps can run unmodified on Macs with Apple Silicon. Compatible iPhone and iPad apps can run unmodified on Apple Vision Pro. Xcode provides options to configure settings for apps on multiple platforms. You can specify which platforms your app’s target supports in the Supported Destination field. However, it’s important to note: People may still be able to run your app on a device even if you remove it or don't include it as a Supported Destination in Xcode. For example, as long as an app designed for iPhone doesn’t depend on a capability that’s only available on iPhone, it can be downloaded from the App Store onto iPad. Adding or removing iPad as a Supported Destination in Xcode won’t change that app’s availability on iPad. To view examples of cases where it's appropriate to restrict availability, see Restrict device distribution below. Follow compatibility best practices 1. Plan and test for compatibility modes so your app works on every device where it can be downloaded. Do: Use Xcode simulators to verify basic functionality across different device types. Leverage TestFlight with external testers who have access to a wide range of Apple devices. Don't: Don’t submit for review without testing your app’s behavior in compatibility modes. Don’t assume removing a supported destination in Xcode prevents distribution to that device type. 2. Build adaptive interfaces that work across device variations. Do: Build interfaces that respond to different screen sizes and orientations. Adapt features based on available hardware, providing alternatives for a consistent experience. Don't: Don’t design rigid interfaces that assume only one type of device or input method. Don’t let your app crash or become unusable when optional hardware is unavailable. Restrict device distribution Wherever possible, it’s best to make your app available on multiple platforms to increase its reach and provide people with a consistent experience across devices. But there are cases where it does makes sense to restrict an app’s availability. For example: iPhone apps that rely on iPhone-specific hardware won’t function as expected on iPad. Use the UIRequiredDeviceCapabilities key in the information property list file to specify hardware dependencies. Note: Apps should only use the UIRequiredDeviceCapabilities key for genuine hardware dependencies, not to indicate distribution preferences. Navigation- or camera-based apps are not well suited for visionOS. Learn more about managing availability of iPhone and iPad apps on Apple Vision Pro. Apps that rely heavily on touch inputs that can’t be replicated on a keyboard are not well suited for macOS. Learn more about restricting distribution to Apple Silicon devices. Learn more about how to configure multiplatform apps in Xcode. Support If you need more assistance, explore these support options: 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 through Meet with Apple. Appointments are available during local business hours on Tuesdays and Thursdays. If you believe your app follows the App Review Guidelines, consider submitting an appeal to the App Review Board.

Hi everyone, I’m currently experiencing unusually long review waiting times and wanted to ask if others see the same behavior this week. My situation: • App Store update has been in “Waiting for Review” significantly longer than usual • A newly submitted build also seems stuck • TestFlight processing is slower than I normally see • Expedited review request and contact attempts didn’t change the status so far What confuses me is that I still see other apps receiving updates, so I’m unsure whether this is a broader review delay or something submission-specific. I’m not trying to escalate anything — just looking to understand if this is currently affecting more developers. Would really appreciate hearing about your recent experiences. Thanks and good luck to everyone waiting 🙂

Hello, My app TouCal: AI Calorie Tracker seems to be stuck in the App Review process and I’m trying to understand if something might be wrong with the submission. App ID (Apple ID): 6698870692 Timeline: First submission: March 9 Since then the app has been in “Waiting for Review” for 4 days (as of March 13) Normally my app reviews are approved within 1–2 days, so this delay seems unusual. Please help review this submission as soon as possible! My users are currently facing a bug that should have been fixed in this version. Any guidance would be greatly appreciated. Thank you.

We are 25 days into "Waiting for Review" with no movement, no messages, and no Resolution Centre activity. Submitted 16 February. Apple ID: 6758049144 This is a finance category app used by regulated financial advisers in the UK. The delay is now directly affecting live paying customers operating under FCA compliance obligations. We have confirmed everything on our side is in order. This is not a metadata issue or an incomplete submission. Has anyone from the App Review team seen this? And has anyone here successfully broken a delay of this length - what actually worked?

Hello, I am looking for some insight or advice regarding a persistent review delay for an app update. Our app is already live in the App Store, and this submission is a standard update. Timeline & Status: Submission Date: February 21, 2026 Current Status:"Waiting for Review" Total Time Elapsed: 20+ Days Previous Actions: * Submitted an Expedited Review request (No response). Sent two follow-up inquiries via the Contact Us form (No response). Details: App ID: 6755429397 Platform: iOS Issue: We have not received any feedback, requests for information, or rejections in the Resolution Center. Our account is in good standing, and all agreements are up to date. This delay is now causing a significant business impact. We have a scheduled marketing campaign with a spend of over $5,000 that is currently being lost because the update is stalled. Questions for the Community/Apple Staff: Is anyone else experiencing similar multi-week delays for simple updates right now? Are there any known backend issues affecting the queue for February submissions? What is the recommended next step when both the Expedited Review and standard support channels remain silent for over two weeks? We value the App Review process and simply want to ensure our submission hasn't become "stuck" in a technical glitch. Any help or guidance would be greatly appreciated. Thank you.

Hello everyone, I would like to ask if other developers are currently experiencing unusually long App Review delays for new apps. Here is my timeline for this app (Apple ID: 6758083858): Jan 22, 2026: Initial build submitted Jan 22 – Mar 7, 2026: Status remained “Waiting for Review” and never entered the “In Review” stage Mar 7, 2026: Cancelled and resubmitted a new build Current status: Still “Waiting for Review” During this period, I have already tried several ways to resolve the issue: Contacted Apple Developer Support multiple times Submitted an expedited review request Sent follow-up emails regarding the delay Contacted Apple support by phone and asked them to leave a message for the App Review team Each time I was told that the situation would be checked or that the review team would look into it. However, it has now been about two weeks since my last contact and there has been no update or progress. While browsing the Developer Forums, I also noticed that many recent posts seem to describe the same situation, especially with new app submissions stuck in “Waiting for Review”. So I would like to ask: Are other developers currently experiencing similar delays? Has anyone recently seen their new app move from “Waiting for Review” to “In Review”? Could this be related to a broader App Review queue slowdown? Any recent experiences or information would be greatly appreciated. Thank you.

My app (Markets: Global Trading 24/7, App ID: 6756673679) has been in "In Review" status since March 10, 2026 at 9:38 AM ET. Prior to that, it was in "Waiting for Review" for approximately 4-5 days after submission on March 5. It appears that the demo account we had provided was used to log into the app shortly after the status changed to "In Review" on March 10, but no additional activity since then. I submitted a support ticket via App Store Connect on March 12 and received an automated acknowledgment but no further response. Is this delay expected, or is there something I should do?

Hello guys, My app is on "Waiting for review" since 10 days, it is just unacceptable! Can you explain why this is happening?

Hello Apple Developer community, I’m reaching out because I’m currently experiencing an unusually long delay in the App Review process. My app (App ID: 6748461479) has been stuck in “Waiting for Review” since February 23, and there has been no change of status, no approval, no rejection, and no message from the App Review team. This situation is becoming problematic because I have publication deadlines and release planning that depend on this update being reviewed and approved. According to Apple’s own information, around 90% of apps are reviewed within 24 hours. I completely understand that some cases may take longer depending on workload or additional checks, but remaining in “Waiting for Review” for several weeks without any update is quite concerning. Current situation: Status has remained “Waiting for Review” since February 26 No request for additional information The build follows the App Store Review Guidelines Previous versions of the app were approved without issues Has anyone experienced similar delays recently, or is there anything I should do in this situation? Any advice or clarification would be greatly appreciated. Best regards, An Apple Developer

Hello, I'm a first time developer and both of my submissions for NexFi - Portfolio Tracker have been suck in Waiting for Review for an extended time. TestFlight: My first build was submitted on Feb 15th (25+ days) and still Waiting for Review Production/Distribution: Submitted March 2nd (10 days) and still Waiting for Review. It is a finance category app (portfolio tracker) that requires no login, no account creation, and no server side user data so I figured it should be a relatively quick process as there is a minimal privacy footprint. App Name: NexFi - Portfolio Tracker Platform: iOS App ID: 6759226354

My app has been stuck in "Waiting for review" for longer than usual. I just wanted to check and see if there are delays or something else is going on that I can fix. Thank you.

Hi everyone, We recently submitted an update for our existing iOS application and just wanted to verify that everything looks correct on our side in App Store Connect. The previous version of the app was approved and is currently live on the App Store. This new submission is a small update that improves some UI elements and adds minor usability improvements for our customers. At the moment the build is still waiting for review, and since we are coordinating this update with our client rollout schedule, we wanted to confirm that there are no issues with the submission metadata or the selected build. If anyone from the App Review team happens to see this and can confirm that the submission looks complete, we would really appreciate it. App ID: 6759172913 Thank you very much for your time and support. Kind regards, José Rodríguez

Hello everyone, I am seeking some guidance on how to break out of what appears to be an automated App Review rejection loop. My app has been rejected three times in a row for the exact same reason, and my replies in the Resolution Center seem to be getting ignored. The Issue: My app is named Linkwise (associated with my web platform, linkwise.app). I am being rejected under Guideline 4.1(c) - Design - Copycats. The rejection message specifically states: "The app's icon and name contain an icon, brand, or product name that belongs to the following developer: Linkwise." The bizarre part is that I am the developer of Linkwise. I am being accused of impersonating my own brand and product. Submission Details: App Name: Linkwise Submission ID: fa557f1b-3724-4e01-aa85-bf05ced4801f Version: 1.0.1 Review Device: iPhone 17 Pro Max What I've Tried: I have replied to the rejection message in App Store Connect three times explaining that I am the owner of the Linkwise brand and domain. Despite this, I keep receiving the exact same copy-pasted template response. It feels like a human is not actually reading the appeals. My Questions: How can I escalate this past the initial review tier to someone who can read the context? Has anyone else experienced being rejected for copying themselves? What specific "documentary evidence" does App Review usually want in this scenario to prove I own my own name? Would my domain registration receipt for linkwise.app be sufficient, or do they require formal trademark documentation? Any advice on how to get this in front of a real person would be greatly appreciated. Thank you!

Hello, My app has been stuck in review for over a month. I can see other people in this forum are having the same issue. What can we do to speed this up? What's particularly frustrating is that even people in the support team are not able to get an update from the review team. Can someone please give us some information? App id: 6758049144

I have 4 apps pending review and no response thus far after a month, tried removing and adding to review again, expedited requests doesn't help. Any way Apple could look into it or help? Apps: 6758133395 6757602574 6758626256 6760156514

Hello everyone, I'm reaching out to see if anyone has experienced a similar situation or has any advice. My app "Currot" has been in "Waiting for Review" across multiple submissions since February 8, 2026. Despite following all recommended steps, the review team has not responded. Timeline: Feb 8: Initial submission Feb 11 (04:50 AM): Moved to "In Review" Feb 11 (05:17 AM): Rejected (Guidelines 2.3.6, 5.1.1, 1.2, 5.1.1v) Feb 11 (08:10 PM): All four issues resolved, resubmitted same day with detailed screenshots in Resolution Center Feb 14: Follow-up message sent via Resolution Center — no response Feb 23: After 12 days of no movement, canceled and resubmitted with review notes explaining all resolved issues Mar 4: Developer Support (Case 102831733019) confirmed they notified the review team Mar 9: Follow-up email and phone call requesting escalation Mar 10: Developer Support confirmed they escalated again Mar 12 (today): Still "Waiting for Review" — 32 days since initial submission, 17 days since latest submission Actions taken: Expedited review request Resolution Center messages with screenshots Multiple Developer Support emails and phone calls Two escalations to the review team Account status: No warnings or unresolved items in App Store Connect All agreements active DSA compliance completed The app has been approved on Google Play with no issues I understand the review team is busy, and I appreciate the work they do. However, 32 days without any review — despite two escalations — is significantly beyond normal timelines. I would be grateful for any guidance on whether there is a specific blocker on my submission or if this is a known queue issue. Thank you for your time.

My app has been under review for longer than usual, and I would like to check if anyone else is experiencing the same situation. Submitted Date: Tuesday at 11:37 AM Apple ID: 6499260089 It has been more than 3 days now and the status is still “Waiting for Review” / “In Review.”

Relatively new to development for Apple, first submission followed the general guidance of timeframes for review (around 48 hrs but probably a little more) , but WOW have had a follow up release sitting there for almost a week and no movement - got too the point that had to pull it and replace it to fix some critical issues being reported through the "other app distribution platform" and now same problem with the revised submission. Not only that have submitted two non-related development support enquiries (you know where they say they will get back to you in 24 hrs) - umm 4 days and no response. Should we be all submitting for expedited reviews - has Apple sacked 3/4 of it review team ? What is going on with Apple Support and App Review timelines??

Just want to celebrate with you all that today, is the 1 month anniversary of my app waiting for review. Submitted on Feb 12th, been waiting ever since. App ID is 6758779640 - not that it matters, because it really seems that no one at Apple is listening. So, one month of waiting time, on a £79 developer fee... that's £6.58 wasted ;) Phone support already requested an expedited review. Nothing happens. This is a joke. Actually now looking, as an Apple first user, and on-off developer for 25 years, to port all my current in progress work to Android and launch there first instead.

I’ve been developing apps for 8 years. On the tenth update of my latest app, I got yet another new rejection reason. I co-founded an app called Yuna AI with my wife, who is a Registered Dietitian and a member of the CDO. When trying to release version 1.0.10, I was told I can’t publish it under my name as a sole proprietor. I’m honestly starting to lose faith in the review process. My previous submission was rejected for not properly disclosing in-app purchases, even though my app doesn’t have any in-app purchases. Rejection reason "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 Yuna AI 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." Do i really have to pay to incorporate a company to put my app under and a sole proprietorship isn't enough? Im going to be moving soon and probably not best for me to incorporate now in Canada. does that mean i don't get to update my app anymore?

Hello everyone, I am desperately seeking guidance. My app has been stuck in the "Waiting for Review" status for over 17 days (since at least Feb 13). It hasn't even entered the "In Review" stage. I completely understand that review times can vary, but what's concerning is that we seem to be caught in a system loop. We have proactively contacted Apple Developer Support multiple times over the past few weeks. Specifically, we have open cases (Case ID: 102820493078 and Case ID: 102820491288) with messages sent on: Feb 13 Feb 18 Feb 23 Feb 24/25 Unfortunately, we have only received generic automated responses, and the status remains firmly stuck at "Waiting for Review". At this point, we are extremely worried that our binary might be caught in a system glitch or ghosted in the queue. Could any Apple Staff here kindly look into these Case IDs to see if there is a technical issue preventing our app from entering the review queue? Has any other developer experienced a similar >17 days wait time just to enter the queue recently? Any help to untangle this would be greatly appreciated. Thank you!