Why apps get rejected
by the App Store — and the fixes

A single submission can break more than one guideline, so the categories add up to more than the total. The lesson is plain: performance problems are the majority, and they are the easiest to prevent.

1. App completeness: crashes, bugs, placeholders (2.1)

The app crashes on launch, a button does nothing, a link returns 404, or a screen still says "Coming soon". Fix: test the exact build you submit on real devices and the latest iOS; remove placeholder text and test features; check every URL in the app and metadata².

2. Inaccurate metadata and screenshots (2.3)

Screenshots show features that are not in the app, the description promises something it does not do, or keywords name competitors. Fix: screenshots of the real app, honest descriptions, no competitor or irrelevant keywords.

3. Privacy and data collection (5.1)

Privacy details do not match what the app does, permission prompts do not explain why access is needed, data is collected that the feature does not need, or there is no privacy policy. Fix: declare everything your app and its SDKs collect in App Store Connect⁴, write specific permission explanations ("to scan receipts, we need the camera"), and collect only what you use.

4. Minimum functionality (4.2)

The app is a thin wrapper around a website, a single static page or a simple marketing brochure. Fix: offer real native value — offline access, notifications, device features, an experience the website cannot give — or ship a web app instead.

5. Spam and copycat apps (4.3, 4.1)

Many near-identical apps from one developer, template-built "clone" apps, or apps imitating a well-known brand. Fix: consolidate variants into one app with options, differentiate clearly, and never use another company's name or look.

6. In-app purchase rules (3.1)

Selling digital content or features with your own payment link instead of in-app purchase, or unclear subscription terms. Fix: use in-app purchase for digital goods unless an exception in the guidelines applies to you; show price, period and renewal clearly; restore purchases. Physical goods and services, such as food or rides, use your own payment system.

7. Login services and account deletion (4.8, 5.1.1)

Offering third-party social sign-in without meeting the login-services rule, or letting users create an account but not delete it in the app. Fix: follow the current login-services guideline and add an in-app way to start account deletion.

8. User-generated content without safeguards (1.2)

Social or community apps without a way to report content, block users and filter objectionable material. Fix: report, block and filtering tools, plus published terms and a contact for users².

9. Missing reviewer access (2.1)

The reviewer cannot log in, needs hardware or a code they do not have, or a feature only works in one country. Fix: a working demo account with sample data, clear review notes, and a video or explanation for anything that needs special hardware.

10. Hidden or undocumented features (2.3.1)

Features switched on remotely after review, or functionality not described to the reviewer. Fix: describe all features in review notes; do not hide or change core behaviour after approval.

• The exact build tested on real devices and the current iOS version, with no crashes
• No placeholder text, test screens or "lorem ipsum"
• Every link in the app and listing works
• Screenshots and description show what the app really does
• App privacy details match the app and every SDK
• Permission prompts explain specifically why access is needed
• Demo account, sample data and review notes provided
• In-app purchase used correctly for digital goods; restore purchases works
• Account deletion available if users can create accounts
• Report and block tools if users can post content

1. Read the message and the guideline cited — the guideline text often tells you exactly what is missing².
2. Reply in Resolution Center if anything is unclear, or to explain how the app complies.
3. Fix precisely what was flagged — and check for the same issue elsewhere in the app.
4. Resubmit with notes explaining what changed. Review timing then follows Apple's usual pattern: most submissions within 24–48 hours³.
5. Appeal only when you are confident the reviewer is wrong, citing the guideline.

Design rejections often come from apps that ignore how iOS apps are expected to behave. People expect your app to work like the others they already use — Jakob's law — and Apple's reviewers expect the same.

App Review — Apple's review of every app submission against its guidelines. Resolution Center — the App Store Connect messaging area for review questions and replies. App Review Board — where developers can appeal a rejection. Guideline 2.1 — App Completeness, the most-cited guideline. Minimum functionality — Apple's rule that apps must offer more than a repackaged website.