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

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

Hello, I have an iOS application that has been submitted for review and is currently in the “Waiting for Review” state. App details: App Name: Fato Platform: iOS Version: 1.2.6 Submission date: February 10 Current status: Waiting for Review This update includes significant UI and user experience changes following previous App Review feedback, including a custom-built interface and updated metadata. The app has been waiting for review for several days without moving to “In Review,” and I wanted to ask if this duration is expected for apps with prior review history, or if there is anything additional I should check from my side. I have already submitted an expedited review request and opened a Developer Support case, and I would appreciate any general guidance on expected timelines or next steps. Thank you in advance.

Hey team! I’m trying to request an expedited review for an app launching on the 24th of this month, but I’m unable to proceed. The request that fetches the apps for the selected organization is failing with a 500 error, even though it still returns the list of apps. I’ve tried clearing my Chrome cache and also attempted the same process in Safari, but the issue persists in both browsers. Has anyone run into this before or knows how to get around it?

Hello, I’m hoping to get some guidance regarding a submission that appears to be delayed. We submitted our iOS app on February 1, 2026, and it has remained in “Ready for Review” status since then (currently February 20). For context: • Initial submission: February 1, 2026 • Support case opened: February 9, 2026 • Expedited review requested: February 18, 2026 • Current status: Still “Ready for Review” We understand review timelines can vary, and we appreciate the work of the App Review team. However, given the length of time in queue and the lack of status changes, we wanted to confirm that the submission is active and not blocked or requiring additional information from our side. We have not received any rejection, clarification request, or indication that further documentation is needed. If anyone has experienced a similar delay or can advise on next steps, we would greatly appreciate it. Thank you in advance.

More than 2 week's ago submitted 3 apps, and it's still stuck on "In Review" status with zero updates. No updates in statuses. No updates from email support Apple Team. We create some tickets on support tab, but no updates from Apple Team. Apple’s review process usually isn’t this slow, so I’m starting to wonder if something’s broken on their end… Would appreciate any insights or updates from others who’ve managed to get through this too!!! Can you please help us to resolve this issue?

Hello, I hope you’re doing well. I recently submitted a new app (App ID: 6759405609), which is currently in “Waiting for Review.” I understand that review times can vary, and I truly appreciate the work the review team does. My first app took almost a week to be reviewed, so I was wondering if timelines are currently similar across the board or if they may vary depending on factors like app category or developer history. I have a launch commitment with a client scheduled for this Monday, so I’m simply trying to plan accordingly and set realistic expectations. Any insight would be greatly appreciated. Thank you very much for your time. Kindest regards, Jose Rodriguez

My app update has been in "Waiting for Review" since January 31. This is my second post here, as it appears the App Review team is monitoring these posts, and this is the only place where I’ve seen direct responses. I’ve submitted multiple support requests and called Apple Developer Support several times, but they can only leave messages for the App Review team, which remain unanswered (support case ID: 102819325365). I also requested an expedited review — with no response. This update is urgent for my app and my team. We are currently blocked and losing revenue each day. I would greatly appreciate any information on how much longer this might take, or whether it is worth continuing to wait.

Hi everyone, I'm currently experiencing an unusually long time for my app to be reviewed. I'm curious to know if other people are experiencing the same problem, since I don't remember it ever taking this long for a submission to be reviewed. I first submitted my app for review on February 9th, and resubmitted it on February 16th (one week later), requesting an expedited review. On the 18th, I contacted support (2 days ago). I still haven't had any changes to my submission, and haven't heard from support either. A client of mine has had their submissions reviewed as usual. I'm not sure if there's a specific issue with mine that's causing the delay. I haven't found any phone numbers I can call, and I'm quite anxious about this because we are trying to fix a critical bug, and all our campaigns are on hold until we fix this. Has anyone experienced this before? How did you get it resolved? Any help is greatly appreciated 😊

Hey Apple Developer Community, We have been on the app store for 7 years now. Our latest app submission was rejected under Guideline 4.3(a) "app shares similarities in binary, metadata, and concept with apps submitted by other developers, with only minor differences." Even after multiple reviews, the reason for rejection is the same. "We still found that your app shares a similar binary, metadata, and concept as apps submitted to the App Store by other developers, with only minor differences. Since we do not accept spam apps on the App Store, we encourage you to review your app concept and submit a unique app with distinct content and functionality." Our app has been developed in-house and we own the entire source code. And Apple won't tell us which app this is similar to. Do they expect us to discover that? We have already filed an appeal with the App Board. Has anyone been in a similar situation? What's the best way to resolve this? Any support here will be much appreciated.

My first app uploaded but it is stuck waiting for review for 2 weeks now. I am not sure what to do. It is very frustrating and not clear…

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.

We are facing an issue with App Store review and would appreciate some guidance. Our application is designed strictly for iPhone devices only. The app includes a SIM binding mechanism that requires sending an SMS from the registered mobile number for device verification. This functionality depends on the physical SIM capabilities available only on iPhone devices. However, during the review process, Apple is testing the app on an iPad device. Since iPads generally do not support sending SMS from a physical SIM (especially Wi-Fi models), the SIM binding process fails, which is resulting in app rejection. We have: Configured the app deployment target for iPhone only. Set the device family to iPhone in Xcode.

Hello everyone, We are currently facing a pending termination notice under Guideline 3.2(f) and are trying to better understand the root cause so we can ensure full compliance. Brief timeline: Feb 4: Our in-app events were rejected → we removed them immediately Feb 6: After the Guideline 1.2 update, our account received a pending termination notice We submitted appeals but continue to receive generic responses without specific details We proactively removed all instant/random video matching functionality and submitted a fully updated build The new build has been in “Waiting for Review” for ~10 days Current challenges: We cannot clearly identify what triggered the 3.2(f) determination Multiple call requests have not received a response Contact options with App Review in App Store Connect appear disabled Our goal is simply to understand the concern and ensure full compliance with the App Store Review Guidelines. If anyone has experienced a similar situation or can share guidance on how to get clarity from App Review, we would greatly appreciate your insights. Thank you in advance for any help.

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

Hello, My new app has remained in the "Waiting for Review" status for an extended period. I initially submitted it on January 23, 2026. After several days without any progress, I submitted an inquiry on January 27 but have not yet received a response. On February 1, I canceled and resubmitted the app, wondering if there might have been an issue with the review queue, but it still remains in the "Waiting for Review" state. I had scheduled my marketing activities based on the typical review timeframe, but since the review has not started and there is no indication of how much longer the wait will be, it has been difficult to adjust my plans accordingly. If anyone has experienced a similar issue and managed to resolve it, I would greatly appreciate any insights you could share. Thank you for your time, and I hope you have a great day.

Hello. My recent app submission got rejected after many days in the queue, but without providing a reason. My app is an AI app that uses the OpenAI API, and has been since version 0 (almost a year), however in this latest version, which was a minor update, the reviewer rejected the submission and only asked a question: We need more information to continue the review. Next Steps Provide detailed answers to the following questions: Does the app use a native AI agent? Or does it rely on a third party AI service? I, of course, responded right away. But I just don't know what I'm supposed to do next. Am I supposed to cancel the submission and resubmit so they see my answer? Or will they check my answer after some days/weeks? It's been 4 days since I responded already. Also what was the cancellation reason? Am I supposed to write my third party service providers in the description or something? If anyone can provide advice, especially regarding whether I should cancel and resubmit or just continue waiting for a response. It's been almost 1 week since my original submission now

Title: App stuck in Kids Category review loop — never intentionally published as Kids Our education app has been on the App Store since 2020 under the Education category. We recently submitted an update and it keeps getting rejected under Guideline 1.3 - Kids Category. The problem: we have never intentionally published our app under the Kids Category. Our current App Store Connect configuration is: Age Categories and Override: Not Applicable Calculated Age Rating: 4+ Primary Category: Education Secondary Category: Games No "Made for Kids" designation is selected anywhere. Here is the timeline: Feb 13: Rejected — "You have selected the Kids Category for your app" — asked us to add parental gates for links, purchases, etc. Feb 18: Rejected again — "Your app does not appear to be designed for kids aged 11 and under" — told us to resubmit without Kids Category designation. We replied with screenshots showing "Not Applicable" is selected and asked what else needs to change. Feb 19: Rejected again — "Your app was previously approved for the Kids category" — told us to resubmit under a new App ID. We replied explaining that we never published under Kids Category and that creating a new App ID would mean losing years of reviews, ratings, and user history. Feb 20: Same rejection, same template response about Kids Category. We have scheduled a Meet with Apple appointment but it is not available soon. Meanwhile our update is blocked. Our questions: Has anyone experienced a similar situation where their app was flagged as "previously approved for Kids" when it was never intentionally submitted under that category? Is there a way to verify which version (if any) was approved with the Kids designation? We cannot find this information in App Store Connect. Has anyone successfully had this flag removed without creating a new App ID? If we did have to comply with Kids Category guidelines, would that remain a permanent requirement even though "Not Applicable" is now selected? Any advice or similar experiences would be appreciated. We have been going back and forth with the review team for over a week and the responses do not address our specific situation.

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 🙂

We are facing an issue with App Store review and would appreciate some guidance. Our application is designed strictly for iPhone devices only. The app includes a SIM binding mechanism that requires sending an SMS from the registered mobile number for device verification. This functionality depends on the physical SIM capabilities available only on iPhone devices. However, during the review process, Apple is testing the app on an iPad device. Since iPads generally do not support sending SMS from a physical SIM (especially Wi-Fi models), the SIM binding process fails, which is resulting in app rejection. We have: Configured the app deployment target for iPhone only. Set the device family to iPhone in Xcode. Any guidance would be greatly appreciated.

Hi! 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 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, identify who the data is sent to, and ask the user’s permission before sharing the data. Apps may only use, transmit, or share personal data after they meet all of the following requirements: Obtain the user’s permission before sending data Next Steps If the app sends user data to a third-party AI service, revise the app to ask the user’s permission before sharing personal data with a third-party AI service. If it does not already, the app’s privacy policy must also identify what data the app collects, how it collects that data, and all uses of that data, including if it is shared with a third-party AI service. 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 already updated our privacy policy. The ATT implementation was done. We even added a consent screen emphasizing that we need the user's consent to share some information with third-party AI services. And after all that, we are still seeing the rejection. Has someone else faced a similar issue? I saw someone here in the forum having almost the same problem, but there wasn't a solution. What are the next steps?

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