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.

Hello, I'm posting again — and unfortunately, I already know how this thread is going to go. My app (ID: 6756186616) has now been stuck in "In Review" for 80 days. To save everyone time, here is the reply I expect to receive within a day or two, copy-pasted from the response on my last thread: "Thank you for your post. We're investigating and The App Review team will contact you in App Store Connect to provide further assistance. If you continue to experience issues during review, please contact us." Nothing actually happened after that reply last time. No follow-up in App Store Connect. No further communication. Just silence. When I escalated to Developer Support (case #20000111565861), I was told explicitly that Developer Support has no way to reach the App Review team and no authority to intervene on submissions stuck in review. So Developer Support points back to App Review, and the standard forum reply points back to "contact us" — which loops back to Developer Support. This is a closed loop that doesn't actually resolve anything for an independent developer. Concrete questions: Is there any real escalation path that doesn't end in an automated reply? Why has a submission been "In Review" for 80 days with zero communication? What should a solo developer do when both Developer Support and the forum response are dead ends? I'm not asking for special treatment. I'm asking for the review to actually move — in either direction. A rejection with feedback would be infinitely more useful than 80 days of silence. Thank you.

My app has been stuck in “Waiting for Review” for a very long time and I’m honestly getting really frustrated. I already fixed all previous issues and submitted everything properly, but there has been no update at all. This delay is seriously affecting my launch plans and business operations. I understand reviews can take time, but the waiting period feels unusually long compared to my previous submissions. Has anyone else experienced this recently? Is there anything I can do to speed up the review process or get an update from Apple? I’d really appreciate any advice or shared experiences. Thank you.

Hello Apple Developer Relations / App Review Team, Our first app release has been pending review significantly longer than expected, and we urgently need assistance. We had a coordinated marketing launch scheduled yesterday based on the standard review timelines communicated in App Store Connect. The delay is now impacting launch commitments, marketing campaigns, and user onboarding plans. Current status: First app submission Build status: waiting for review No messages or requests received in Resolution Center App is fully tested and production ready We respectfully request assistance or escalation for an expedited review if possible. We understand review times can vary, but we would sincerely appreciate any help or visibility into the current delay. App name: LiveVibe App ID: 6767975462 Thank you very much for your time and support.

My app has been stuck in “Waiting for Review” for a very long time and I’m honestly getting really frustrated. I already fixed all previous issues and submitted everything properly, but there has been no update at all. This delay is seriously affecting my launch plans and business operations. I understand reviews can take time, but the waiting period feels unusually long compared to my previous submissions. Has anyone else experienced this recently? Is there anything I can do to speed up the review process or get an update from Apple? I’d really appreciate any advice or shared experiences. Thank you.

Hi everyone, I’m looking for guidance from developers who have dealt with App Review for health-related apps. I have an app that presents users with a questionnaire using images and multiple-choice answers. Based on the responses, the app categorizes the user into a general diabetes risk category. A few important points about the app: The app does NOT provide a diagnosis. The app clearly states that it is informational/advisory only. We added disclaimers throughout the app. We included references to published research papers the methodology is based on. The app does not connect to medical devices or Apple Health. No treatment or medication recommendations are provided. However, the app keeps getting rejected during App Review. Apple is asking us to provide documentation/approval from health regulatory authorities for every country where the app will be distributed. This is where I’m confused: Is this actually required for apps like this? Are reviewers classifying this as a regulated medical device? How are similar diabetes risk / health risk apps on the App Store handling this? Is there a recommended way to position the app as wellness/educational instead of diagnostic? We’ve already tried: strengthening disclaimers, clarifying that it is not a diagnosis, removing strong medical claims, submitting from both personal and organization accounts. Still receiving the same type of rejection. Would really appreciate advice from anyone who has successfully navigated this type of review process. Thanks!

Hello, I submitted an AI-powered fashion try-on app to the App Store, but it was rejected under Guideline 1.1 - Safety - Objectionable Content. I would appreciate any advice on how to improve the app for review. The app creates a virtual model based on the user’s own face photo and body information, then allows the user to simulate outfit try-ons and coordinate styling. Apple pointed out the following: “Specifically, simulating outfit try-ons and styling.” In the app, we clearly warn users to use only their own photos. We also prohibit the use of photos of other people, celebrities, minors, or inappropriate images. The app is designed to use only the front-facing camera, and our Terms of Use and Privacy Policy explain how photos are used. However, it seems that Apple may be treating AI-based, person-based outfit try-on and styling itself as a potential Guideline 1.1 risk. My questions are: Are AI-powered, person-based virtual try-on features currently reviewed very strictly under App Store Guideline 1.1? Are warnings and “own photo only” rules generally not enough? Would adding image moderation, a reporting feature, and human review improve the chances of approval? For the initial release, would it be more realistic to remove person-based try-on features and limit the app to digital closet management and AI outfit suggestions? What kind of explanation should be included in the Review Notes? This app is not intended for sexual image editing or inappropriate person manipulation. It is designed only to help users choose outfits for themselves. If anyone has experience with App Review for AI image generation apps, virtual try-on apps, or apps that handle person images, I would really appreciate your advice. Thank you.

Hello, I submitted an AI-powered fashion try-on app to the App Store, but it was rejected under Guideline 1.1 - Safety - Objectionable Content. I would appreciate any advice on how to improve the app for review. The app creates a virtual model based on the user’s own face photo and body information, then allows the user to simulate outfit try-ons and coordinate styling. Apple pointed out the following: “Specifically, simulating outfit try-ons and styling.” In the app, we clearly warn users to use only their own photos. We also prohibit the use of photos of other people, celebrities, minors, or inappropriate images. The app is designed to use only the front-facing camera, and our Terms of Use and Privacy Policy explain how photos are used. However, it seems that Apple may be treating AI-based, person-based outfit try-on and styling itself as a potential Guideline 1.1 risk. My questions are: Are AI-powered, person-based virtual try-on features currently reviewed very strictly under App Store Guideline 1.1? Are warnings and “own photo only” rules generally not enough? Would adding image moderation, a reporting feature, and human review improve the chances of approval? For the initial release, would it be more realistic to remove person-based try-on features and limit the app to digital closet management and AI outfit suggestions? What kind of explanation should be included in the Review Notes? This app is not intended for sexual image editing or inappropriate person manipulation. It is designed only to help users choose outfits for themselves. If anyone has experience with App Review for AI image generation apps, virtual try-on apps, or apps that handle person images, I would really appreciate your advice. Thank you.

Hello, I submitted an update for my app for review on April 27th. Since then, the app has remained in the “Waiting for Review” status. I contacted support by email after one week and again after two weeks, but both of my messages were left unanswered. Please provide me with an overview of what is going on with my app submission for review. Thank you.

Hello Apple Review Team, Our app update has been stuck in "In Review" status for almost 2 months, and we are unable to get any updates or response through the standard channels. App Details: App Name: Pomodoro Timer: CoffeePomodoro App ID: 6756186616 Version: 1.3.0 (Build 2) Submission ID: 50057266-51aa-4b7a-ad93-c3310c200f21 Date Submitted: March 15, 2026 Current Status: In Review (for ~60 days) We have already submitted multiple "Contact Us" requests through App Store Connect, but have not received any response or explanation for the extended review time. This prolonged delay is significantly impacting our release schedule and our ability to deliver bug fixes and improvements to our users. The update contains important fixes that our users are waiting for. Could someone from the App Review team please: Look into why this submission has been pending for this long? Provide an estimated timeline or any feedback if there's an issue with the build? Let us know if any additional information is required from our side? Any help or guidance would be greatly appreciated. Thank you in advance. Best regards

My app has been stuck in "waiting for review" for 10 days now. Initial submission was rejected, and we addressed that. Then it was rejected and we addressed that too. In both of these situations, it was a matter of us providing more information, and to their credit, it was a quick turnaround. But as you can see in the picture, we have been waiting for 10 days now and nothing has changed. How much longer are expected to wait before they begin reviewing? ![] Thank you

I'm hoping someone from the App Review team can help. My App ID: 6743341470 is Ready for Distribution, but both auto-renewable subscriptions have been stuck in "In Review" since May 10 with no update. Subscriptions: Subscription Group ID: 22039292 Account status: Paid Apps Agreement: Active Banking and tax: Complete Localization: Approved (Since 11 May) Resolution Center: No outstanding items What I've tried: Apple Developer Support case 20000114086909 — escalated thrice, support confirmed nothing is concerning but no movement. All they said was wait with no definite timeline. This is my first app and these subscriptions are blocking my launch. Any help from the App Review team would be greatly appreciated.

Hi, I am new here. Wanted to publish my first app in App store in January. In January the review process was pretty fast, I got answers every 2-3 days. In February it got to 30 days or more. I've been waiting for more than 30 days and got a reject due to app quality. Since that I fixed all the bugs and UI is now smooth. I applied for another review and still waiting for about 45 days now. I contacted support, but didn't receive any response. Please help!

This is already my second post about this situation. Submission ID: 8094bc1f-3b79-4f70-9b8b-7a5182e845de The review process is completely stuck in “Waiting for Review”. Calls, emails to support, expedited review requests — absolutely nothing gets answered. Total silence and complete ignore from every side. We already tried everything possible, including resubmitting the app for review hoping it would return to the normal queue. Nothing changes. The status just stays “Waiting for Review”. At this point it feels impossible to do anything at all. There are already many developers on the forum reporting the exact same issue, but there is still no clear explanation or solution from Apple. @App Review

App's Apple ID: 6763641491 I know there are already many posts about long review times, but we heard Apple Support may be able to help look into specific cases. We first submitted our app for review around April 27. There was some back-and-forth communication initially, but we have not received any updates since May 4. Timeline: May 8: Submitted an expedited review request May 11: Canceled the submission and re-submitted the exact same build, hoping it would resolve a possible queue issue May 12 (morning): Submitted another expedited review request for the new submission May 12 (night): Submitted a support request via email Could someone please help check the status of this review or whether there may be an issue with the submission queue? Thank you.

Hello, I’m hoping to get some advice regarding several app submissions that have been stuck in the “Waiting for Review” stage for an extended amount of time, along with another case where I have not received any follow-up after a rejection. Here’s a breakdown of the situation: My first app was submitted as a new application on April 30, 2026. Shortly after submission, it received an automated rejection asking for more information about the app’s functionality. I responded the same day on 30th April, by uploading a detailed feature demonstration video and resubmitted the app. Since then, the status has remained unchanged at “Waiting for Review” with no additional communication. The second app was also submitted on April 30, 2026, and received a similar automated rejection requesting clarification about certain features. I provided a detailed explanation video and resubmitted it on May 1, 2026. After waiting several days without any response, I temporarily rejected the submission from my side to make some metadata adjustments, then submitted it again on May 8, 2026. It is still stuck in “Waiting for Review” with no updates so far. I also submitted another app on May 14, 2026. This one is currently showing the same “Waiting for Review” status. I additionally requested an expedited review because the release includes important bug fixes, but there has been no progress yet. At this point, the ongoing delays across multiple apps are starting to seriously affect my business operations, especially due to the absence of any communication or timeline from the review team. If anyone has recently dealt with a similar issue or knows of any effective escalation channels to request a status update, I would truly appreciate your guidance. Thank you in advance for any help. Kind regards Jannat Tariq

Hi Apple Review Team, Our app (Apple ID: [6744090840] has been stuck in "Waiting for Review" since May 5th — over 10 days now. This version includes critical IAP fixes that are currently causing purchase failures for live users. We've submitted an Expedited Review Request, but the status hasn't changed. Could you confirm if: 1.Additional documentation is needed? 2.There's a technical blocker we should address? We're ready to provide any info or make changes immediately to resolve this.

App ID: 6767989183 was rejected for Guideline 4.3(a) Spam. I resubmitted, filed an appeal, and booked a call with App Review – got zero confirmation on any of it. Has anyone managed to escalate past this point and actually reach someone? What worked for you?