iOS App Store Review Guidelines: Essential Tips for Apple Developers

The iOS App Store has some of the most stringent requirements for app approval. Apple has always prioritized player protection, which is why every app listed on the platform is scrutinized and scanned for anything else that may affect user safety, security, and privacy.

While these measures make Apple’s platforms a trustworthy ecosystem for consumers, the requirements can make it difficult for developers to get their apps approved. In this post, we provide a guide to help you understand the iOS App Store review guidelines and how to get your app approved. This guide is particularly useful for those involved in iOS app development. 

Understanding App Store Review Guidelines

The App Store Review Guidelines refer to the set of rules that determine if an app can be published on the Apple App Store. Apple ensures that developers follow these guidelines in building their apps to ensure the quality of the apps, performance, and safety for users. The App Store Guidelines also include rules that ensure the app and its features aren’t breaking any legal laws. 

The Apple App Review Guidelines are Apple’s way of preserving the integrity of its marketplace. Each time a new app is submitted or the developer submits a new version of an existing app, the app is reviewed based on the guidelines, no matter how small the update is. Apple may also review already published apps even without an update or new features added, at its discretion, or due to user complaints. Consequently, developers have to follow these guidelines to ensure their app is accepted and continues to stay live on the marketplace. 

Preparing Your App for Review

To increase your chances of a successful review, you need to prepare your app for the review process. Adequate preparation will make things considerably easier for the review team and reduce the number of back-and-forths that have to happen before the app is eventually approved. The basic things you need to do to get your app ready for a review are listed below.

• Test the app on your end to ensure there are no bugs or crashes. You should also review the Apple App Store guidelines and check if your app follows all of the requirements. 
• Check all the required information and necessary metadata.
• Ensure your contact information is accurate. The review team may need to reach you and the wrong contact information will make this impossible. 
• If your app requires account creation, provide the review team full access to your application. You can either set up a test account or send the necessary demo account info along with the app’s build description. 
• Ensure the app’s back-end services are fully functional and accessible during the review. 
• If the app has unusual features that may not be obvious right away on a user’s device, include detailed information about these features. Supporting documentation will also help the review team understand how to use the app.

App Review Guidelines

Submitting an app to the Apple App Store requires strict adherence to Apple’s review guidelines, which cover various aspects of business models, legal compliance, safety, security, and user experience. Developers must ensure that their apps meet these standards to provide a high-quality experience for users and maintain the integrity of the App Store ecosystem.

Business 

The Apple App Store review guidelines include rules for how apps on the store can be monetized. Developers sending in their apps for approval must ensure that their business model is clearly explained in the app’s metadata or app review notes, especially if the monetization model isn’t clear.

• Developers can only offer premium functionalities through in-app purchases. Using other methods, like license keys or QR codes, to unlock functionality is not allowed. Digital items must also be sold via in-app purchases, except for reader apps, multi-platform services, enterprise solutions, person-to-person services, ad management apps, and apps selling external goods or services.
• Developers may apply for the right to include a link within their application that leads to an external website owned by the developer where users can purchase digital content or services. However, the application must not engage in any form of misleading marketing, scams, or fraud concerning this entitlement. 
• Developers may offer auto-renewable subscriptions within their applications. However, the subscription must provide ongoing value to customers and must have a subscription period of at least seven days. Developers must not attempt to scam, or trick users to inadvertently subscribe to multiple variations of the same product. 

Legal 

Apple prioritizes the protection of user privacy. Applications that collect data must ensure that the data is collected and handled in compliance with the best practices, applicable laws, and the Apple Developer Program License Agreement. 

• First, an app should only collect data that is relevant to its core functionality or relevant to accomplishing a specific task. 
• An app’s privacy policy must indicate what data is collected, how it is collected, and how it is used, including any third-party services that they share the app with. Apps must also secure user consent before collecting data. For applications with paid functionality, access to the paid features must not depend on the user granting access. 
• User data collected in an app can only be shared with third parties whose services improve the functioning of the application or for advertisement purposes. All third parties must be fully disclosed and data can only be shared with the user’s consent. 
• An app must not use content created by someone else unless a license has been obtained for it. An app should also not facilitate the illegal sharing of media or third-party content. You may need to provide documents confirming that you have a license to any third-party content you use.
• Gaming, gambling, and lottery features are heavily regulated on the App Store. It should only be included as an app functionality if it complies with legal obligations in all locations where the app will be made available. 

Safety and Security

Apps must comply with Apple’s safety and security guidelines in order to be approved on the App Store. Developers must prioritize user protection by following the following guidelines: 

• Apps to be published on the App Store must not include content that will be considered offensive, insensitive, upsetting, in poor taste, or creepy. This includes but isn’t limited to defamatory, discriminatory, or mean-spirited content, realistic depiction of torture, abuse, or killings, content that encourages violence, illegal or reckless behavior, and overt sexual and pornographic content. 
• Apps that allow user-generated content must include moderation tools to filter content before they’re posted, manage reports about offensive content, and block users that post content that contravenes the terms of use of their services. 
• Applications that behave in a way that may cause physical harm to users are outrightly rejected. 

Design and UX

To ensure that all applications on the App Store are refined, innovative, and easy to use, Apple has stipulated some design and user experience guidelines as highlighted below:

• All apps must be original. Submitting an app that seeks to impersonate other apps or services and pass it off as original is a violation of Apple’s developer guidelines and such apps will not be approved.
• Apps to be published on the Apple App Store must be app-like and not a repackaged website. This means you can only submit final versions of a completed app and it must have features, content, and user-interface elements that elevate it above an ordinary website. Incorporating iOS development SwiftUI can enhance the design and functionality of your app, making it more appealing and efficient.
• Apple rejects spam apps or apps in saturated categories such as burp, flashlight, fortune telling, dating, drinking games, and so on.
• Apps using third-party services for login (such as social login services) must offer users an alternative login option. The login service can only require users’ name and email. Users must also have the option to keep their email addresses private.
• Built-in capabilities of Apple devices that are used by your app such as push notifications, camera, gyroscope, and other Apple technologies or services cannot be monetized. 

Common Reasons for App Rejection

In 2023 alone, Apple rejected over 1.7 million app submissions due to concerns over security, privacy, and content quality issues. This shows just how seriously the company takes compliance with its guidelines. Despite flying through hoops to get the documentation and other things right, thousands of apps still get rejected daily. Here are some of the major reasons apps typically get rejected during the App Store review process.

Crashes and Bugs 

If your app does not work properly, your in-app events frequently crash, it is not likely to pass the review process. Apple scans all submitted apps for bugs and the core functionalities of your app will be tested. This is why it is important to test that your app works properly first to detect any system failures and fix them before submitting the app for publishing. 

Broken Links 

Apple will typically reject apps with missing or broken links. Of particular importance are the links to the developer’s contact and the app’s privacy information. Before submitting your app, do a final check of each page and ensure you have fully functional URLs included. 

Incomplete Apps 

Apple expects that all submitted apps are ready for publishing. Your app will be rejected if it’s an empty website, has placeholder text or any other temporary content that shows that it isn’t ready for distribution. An incomplete app will also give reviewers more reasons to scrutinize your app more rigorously, leading to them uncovering additional errors.

Incomplete Information and Undocumented Features  

The information provided to the App Store for the review must be complete and up-to-date. Ensure you enter the title, description, specification, and other details of your app correctly. You should also ensure that the provided contact information is accurate. If there is any special configuration, login information, or extra info required to use the app, it should be included in the description as well. In some cases, you may need to create and submit a demo video if there are special setup requirements that require explanation. 

Similarly, if your app requires hardware, this should be provided as well. Specific information or special details may be required for some apps. For instance, some applications require special licensing or regulatory clearance such as gambling apps, products that require third-party licenses, or apps that work with medical hardware. The licensing information must be included in the app submission. 

Privacy Issues 

Privacy violation is one of the major reasons for app rejections. Before you submit an app, make sure it complies with the GDPR policy for user data management as well as Apple privacy policy guidelines. All submitted apps must contain privacy policy documentation that specifies all the data collected by the app and how they’re used. App developers must also disclose all the third parties with whom the app shares data and ensure that these third parties follow the same data protection guidelines. Failure to meet these requirements will lead to an app rejection. 

Unclear Data Access Requests

As mentioned above, Apple takes data usage quite seriously. If your app requests permission to use any user data, the description should clearly describe how this data will be used. You may also include an example to help users understand why the app needs to use that data. Apps that make ambiguous data requests not related to their core functionality or any other clearly stated use will be rejected. 

Insufficient Lasting Value

Apps to be submitted to the App Store must be useful to users. An app that does not offer useful content or valuable functionality will be rejected. For instance, if you create an app to simply share a contact form with users, it will not be approved. Other content quality or value issues that can affect your app include: 

• An app that only serves a small niche market
• An app that’s a copycat of another one
• A website in an app wrapper or an ordinary web app
• A demo app or trial versions
• An app related to other apps that have been submitted by you 
• Apps in oversaturated niches such as calculators, flashlights, drinking games, horoscopes, etc.

Poor In-app Purchase Experience

Your application’s in-app purchase experience must be fully compliant with the App Store’s terms and conditions. Apps with incorrect implementations will be rejected. Glitches in the in-app purchase process can also lead to a rejection. 

In addition to the technical requirements, Apple also expects your in-app products to be reasonably and fairly priced. An irrationally high price can lead to a rejection. You must also be clear on what users are paying for and give them value for their money. 

App Store Review Process

Before an app or update is added to the App Store, the developer uploads the completed app version to App Store Connect from their approved developer account. First, it is scanned automatically based on the review guidelines. The app is scanned for malicious code and other technical inconsistencies with the guidelines. The issues identified at this stage are listed and sent to the developer. These issues must be fixed before the app can be re-submitted. 

Apps that pass the first stage of the review are moved on to the second stage where they’re reviewed by human reviewers. The review team doesn’t necessarily test the entire app. Instead, they check the main use cases, and some app screens, and confirm that the in-app purchases work as expected. The major criteria by which apps are reviewed include security, performance, design, business, and legal. 

Best Practices for a Quick App Review

Apple has high standards and will frequently reject apps that do not meet its standards. Despite this, there are currently about 1.54 million apps on the App Store. This means the platform still accepts apps that follow the best practices and stipulated guidelines. As a developer looking to submit an app to the App Store, here are a few best practices that will increase the chances of your app passing the review process successfully. 

Review Submission Guidelines and Stay Updated

The Apple Store submission guideline is a detailed documentation that explains every aspect of the app review and distribution process. Before you embark on any new project or update your existing app, always read the guidelines and make sure your app complies with them. Note that Apple frequently adds or updates the guidelines, so it helps if you stay up to date. 

Thoroughly Test Your Apps Internally

It is standard practice to have the application tested on a device before submitting it to Apple. Ensure that the app compiles properly and all the features work properly in line with Apple’s guidelines. An internal test allows you to check for bugs, UI/UX, and performance issues and fix them before submitting your application for review. 

Validate the App Binary Before Submission 

Apple’s Integrated Development Environment has robust developer tools for testing and validating an app binary before it is uploaded for review. X-Code runs a validation test similar to Apple’s automated filtering system and will indicate any errors in the code. This is a good practice that can help you save time. 

Provide Contact Information 

It is important that you provide the review team with your accurate contact information. Email is the default method for contact, but it helps if there’s a direct contact number for a contact point in your team. This can help save time in emergency situations. 

Highlight Special Information in the Review Notes

Providing all the information the review team needs will speed up the process significantly. Where necessary, include screen recording, screenshots, and succinct step-by-step information to guide the reviewer. This will prevent back and forth in the review process, saving time and effort. 

Conclusion

In the mobile app world, new apps are launched every day across various niches. Adding your app to Apple’s robust marketplace is a vital step that can help boost visibility and reach new audiences. The App Store review process is rigorous, but if you follow the guidelines, you’ll get your app approved in no time.

At CrustLab, we specialize in iOS app development, ensuring that your app not only meets but exceeds the App Store review guidelines. Our team is dedicated to creating apps that are highly rated and deliver exceptional user experiences. Whether you’re starting from scratch or need to enhance an existing app, we’re here to help. Contact us today to learn how we can assist you in software development.