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 🙂

hii submitted app yesterday to review, This morning I was surprised that the application was rejected, Reason 4.3 Design: Spam.And I've introduced an application programmed by myself, and a unique design.This message I receivedGuideline 4.3 - DesignWe noticed that your app provides the same feature set as other apps submitted to the App Store; it simply varies in content or language, which is considered a form of spam.The next submission of this app may require a longer review time, and this app will not be eligible for an expedited review until this issue is resolved.what should I do ?

Hello everyone, I’m currently experiencing unusually long wait times for app reviews and wanted to check if others are seeing similar delays this week. Here is the current status of my submissions: App Store Update: Stuck in "Waiting for Review" much longer than the typical 24–48 hour window. New Version: A newly submitted version also seems to be stalled in the initial phase. TestFlight Processing: Even TestFlight builds are taking longer than usual to process. Expedited Review: I've attempted an expedited review request and direct communication, but the status remains unchanged so far. What’s confusing is that I see other apps in the same category receiving updates, so I’m unsure if this is a localized technical glitch or a broader delay affecting a specific group of developers. I’m not looking to escalate anything just yet; I’m simply trying to gauge if this is a widespread issue at the moment. I would greatly appreciate any insights into your recent experiences or if you've noticed similar patterns over the last few days. Thanks in advance, and good luck to everyone with pending submissions! 🙂

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 all, Like others my app submission has been stuck in “waiting for review” for weeks. I know initial app reviews take longer than updates, but this has been delayed far too long and makes me concerned about repeating the process in the future. I submitted this app for review back on Feb 10. It was initially rejected for a minor issue, which I resolved and resubmitted the same day. After that, the build remained in “Waiting for Review” for about two weeks with no further communication. At that point I canceled the submission and resubmitted the build, thinking it may have been stuck in the queue (I now know not to do this next time). Unfortunately the new submission has also been waiting for review for another 9 days now with no messages or updates. I’ve contacted app review support as well (case ID- 102826632729). I understand review times can vary, but delays like this make it difficult for developers to plan launches or push updates when the review process is the only path to distributing apps. As paying members of the Apple Developer Program, we rely heavily on this pipeline functioning reliably. Hoping this post will reach someone from Apple who can help move the process along. If any other devs have suggestions/tips that have worked for them, please share so others in this position can become unblocked. Thanks in advance.

I'm extremely frustrated with Apple's unfair app review process. To make a long story short, for every app I've ever submitted, Apple has made false accusations about problems with my apps. Some of their feedback has absolutely been legitimate and correct, which I appreciate, but I would say about 50% of all "feedback" I've ever received has turned out to be objectively wrong. In some cases, the App Review team's gaslighting has been so strong that I have had to submit screenshots of code as proof that their accusations were completely wrong, after which they have had to accept the app. In one instance, they have claimed that one of my apps would not be allowed on the App Store at all, and when I link to multiple other apps that works EXACTLY the same way, the App Review team love to point out that you are not allowed to compare yourself to other apps. To be clear, I'm an indie developer and I'm not even comparing myself to apps from large corporations or any popular apps at all (since it's well known they get the VIP treatment), all apps I have compared myself to are from small, unknown indie developers such as myself - so I'm only comparing myself to developers in the same category as me. Telling developers that they are not allowed to compare themselves to other developers is VERY ethically problematic, imagine doing that to minorities in real life. I'm a minority in multiple ways, and I'm very worried about the ethics and moral at the App Review team. When I ask why they reject my app, but approve many apps that were recently released that works EXACTLY the same way as my app, I either get no reply at all or they tell me that I can't compare myself to others. Submitting appeals to the App Review Board doesn't help either. To be completely transparent with you, it has been very hard and draining on my mental health to have this invisible wall consisting of gaslighting that the App Review team has set up for me. It just doesn't make sense... The app review process is unfair, inconsistent and problematic, and it should be a serious eyebrow-raiser when Apple's App Review team can't explain why some small indie developers get approved easily while others get rejected. Especially since it seems like the pattern is that those who get rejected are humans in various kinds of minorities, as evidences by some other threads on this topic.

Over two months ago, one of my apps (My desktop web) was rejected during its first submission due to 2.1 - App Completeness. The reviewer said that the in-app purchase information was not visible, and that the purchase button showed “null(null)”. However, during both Xcode debugging and TestFlight testing, I was able to see all the in-app purchase information correctly. After multiple rounds of communication with the reviewer, the app was finally approved — although I never figured out why. It might be because I submitted the in-app purchase for review first, and then submitted the app itself. In any case, it was eventually approved. Now, I’m facing the exact same issue with my new app. The in-app purchase code is exactly the same (except for the Product IDs), but again, the reviewer cannot see the product information. The relevant line of code is very straightforward — I can successfully retrieve one product, but the reviewer sees zero: self.products = try await Product.products(for: [productId]) I’ve already contacted DTS, and they said: “You should make sure that StoreKit 2 effectively returns the display price and name of your product object and that these values still exist when you are about to display them.” Yes, I’ve verified that — I can see the in-app purchase information. But the reviewer cannot. I even scheduled a call and spoke with a reviewer based in San Jose, California. She confirmed that everything looks normal from the submission process side, and suggested I either check the app’s implementation again or continue working with DTS. One more thing I noticed: throughout the entire review process, the in-app purchase product always remains in the “Waiting for Review” state, no matter how the app's status changes. The reviewer said that’s expected behavior. At this point, I honestly don’t know what’s wrong anymore — I’m completely overwhelmed. Everything works perfectly in both Xcode and TestFlight, and I have no idea what else I can do to test or verify it. Xcode and TestFlight screenshot: Reviewer screenshot: Appstore connect:

Hi All, We are facing App Rejection from Apple due to this - Guidelines 5.1.1(i) - Legal - Privacy - Data Collection and 5.1.2(i) - Legal - Privacy - Data Use Issue Description 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 and identify who the data is sent to 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 If the app sends user data to a third-party AI service, revise the app to explain what data is sent and identify who the data is sent to 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. If the app does not send user data to a third-party AI service or does not include a third-party AI service, reply to this rejection to confirm and add this information to the App Review Information section of App Store Connect. We have updated on privacy policy and ATT as well as Nutrition Labels and we have added a consent screen for explicitly taking the user consent for AI Services. However we are still seeing the rejection. Has some else faced a similar issue and what are the steps they followed for this.

Hello, Our app has been in “Waiting for Review” status since December 28. We understand there may be delays due to the holiday period, but we wanted to ask if this timeline is expected or if there’s anything we should check on our side. Thank you in advance for any guidance.

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!

Did you got a similar letter ? " This letter serves as notice of termination of the Apple Developer Program License Agreement ...Pursuant to Section 3.2(f) of the ADP Agreement.." Fast forward, we are a corporation that spend over 1M on development for our app at apple store. Out of the blue we got this letter and our app was removed within the same day. No warning email prior, No appeal option afterwards. We were banned for a year. We tried to get at least a reply what we did wrong? So far no explanation. We suspect this is either: A campaign from our competitors, trashing our app with tons of neg/positive reviews. (If so, Why is so easy, for bad actors to manipulate Apple Algorithms and to destroy legit apps and why Apple allows it) ? Either someone else complained about our name or logo. (If so, Apple should ask for document, because we hold trademarks of our logos and names). Section 3.2(f) is very murky without clear language. Up to this day we don't know why our business was destroyed in 1 day ! As consequence of our ban, We are loosing legit advertisers like banks, and brands. We are looking forward for our day in court ! Discovery process will solve the mystery of our ban. The most scariest part of our situation, that might be your situation tomorrow, is the uncertainly in the future, that some bot might flag your app for removal and all your time and investment is gone within a day, without any explanation, and without the possibility to speak to a human. Millions of developers are paying $100 per year. This kind of money should be enough to pay at least, for human customer service, to serve the developers community properly. Did this happen to you too ?

Hello, I’m experiencing a very unusual issue with App Store Connect and I’m wondering if anyone else has encountered something similar. For more than a month now, none of my app submissions are progressing past “Waiting for Review.” Normally my apps enter the “In Review” stage within a few days, but since early February this simply doesn’t happen. As a result: • I cannot release bug fixes • I cannot ship updates • I cannot publish new apps I have already tried: • withdrawing and resubmitting the app • submitting multiple updates • requesting an expedite review However, every submission just stays in Waiting for Review indefinitely. This seems to affect all apps in my developer account, not just a specific app. Has anyone experienced something like this recently? Could this be related to an account-level issue or something on Apple’s side? Any insight would be greatly appreciated. Thanks!

Guideline 2.5.1 - Performance - Software Requirements The app uses or references the following non-public or deprecated APIs: Iobmobile Classes: • __SwiftValue The use of non-public or deprecated APIs is not permitted, as they can lead to a poor user experience should these APIs change and are otherwise not supported on Apple platforms. Can anyone she some light as to what __SwiftValue even means?

I wanted to add subscription plan into my app for a new release. I have bottom sheet showing promotional text for this subscription like below They rejected my app because We were unable to find the following required information in your app's binary: – A functional link to the Terms of Use (EULA) – A functional link to the privacy policy So I added both links for terms and privacy policy in the promotional text. I use the standard Apple EULA for the link. And I still get rejected on the latest review because Specifically, We were unable to find the following required item(s) in your app's metadata: – A functional link to the Terms of Use (EULA) WHY? is it because I should put this link in my App Description page instead of the promotional text? Then why they didn't make noise about the link to privacy policy?

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.

My first App, a very simple one, is currently ‘Waiting for Review’. Is there anything else I need to do please, or do I just need to wait? Thanks

they say developer action needed but I dont understand what they mean, they say I need to attach them to the binary but its already in the appstore and locked I presume, I am tring to create a second version (1.0.1) however I cant find the spot to add the subscriptions because I think they still need developer action kinda feel like I am in a loop and would appreciate some help. I have been using chatgpt but it does not seem to be able to figure it out either, hoping for some good old fashion human help :) thanks again for all that you do, excited to be in the app store and I know this is probably a simple config thing

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.

Hello,I got the following message the second time. I dont know what to do.My app is reviewed and live, but my in app purchases are rejected. I read the message and was wondering about that. This did not happend with my non subscription iaps. I submitted a new "fake" binary with new version and in app purchases again.My app is reviewed and live with new version. My purchases not. I got this message again.We have begun the review of your In-App Purchase(s) but aren't able to continue because your submitted In-App Purchase(s) indicate a change of business model for your app. Therefore, we need to verify the implementation of your submitted In-App Purchase(s) in the app to ensure your app, and its In-App Purchase(s), are in compliance with the App Store Review Guidelines.Specifically, you have submitted auto-renewing subscriptions for review.Please upload a new binary for review and resubmit your In-App Purchase(s) with the binary so that we can continue the review.What to do?

Submitted my app update 13 days ago. Status hasn't changed from "Waiting for Review" even once. Not a single message from Apple. I know reviews can take time, but 13 days stuck in waiting queue feels extreme for a minor bug fix update. Usually takes 1-2 days for me. Anyone else seeing these wait times lately? Should I do something or just keep waiting? Getting worried something is wrong with my submission.