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Preparing Apps for Review

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Get familiar with the App Store Review Guidelines, Apple Developer Program License Agreement, and learn more about submitting your app for review.

App Store Review Guidelines

Before you submit your app, it’s important to become familiar with the technical, content, and design criteria that we use to review all apps outlined in the App Store Review Guidelines.

Apple Developer Program License Agreement

The Apple Developer Program License Agreement details your obligations and responsibilities for the use of Apple software and services. The latest agreement can be found on the Terms and Conditions page.*

Providing App Review Information

If your app requires specific settings, user account information, or special instructions, include these details in the App Review Information section of App Store Connect. If you don’t include this information, the app review process may be delayed and your app could be rejected.

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For more details, see App Store Connect Help.

Review Status

Once you’ve submitted your app for review, you can view its status in the My Apps section of App Store Connect or on the App Store Connect App for iPhone and iPad. Review times may vary by app. On average, 50% of apps are reviewed in 24 hours and over 90% are reviewed in 48 hours. If your submission is incomplete, review times may be further delayed or your app may be rejected. Once your app has been reviewed, its status will be updated and you will be notified.

For more details, see App Store Connect Help.

Avoiding Common App Rejections

We’ve highlighted some of the most common issues that cause apps to get rejected to help you better prepare your apps before submitting them for review.

Crashes and Bugs

You should submit your app for review only when it is complete and ready to be published. Make sure to thoroughly test your app on devices running the latest software and fix all bugs before submitting.

Broken Links

All links in your app must be functional. A link to user support with up-to-date contact information and a link to your privacy policy is required for all apps.

Placeholder Content

Finalize all images and text in your app before sending it in for review. Apps that are still in progress and contain placeholder content are not ready to be distributed and cannot be approved.

Requesting Permission

When requesting permission to access user or usage data, you should clearly and completely describe how your app will use the data. Including an example can help users understand why your app is requesting access to their personal information.

If your app’s code references one or more APIs that access sensitive user data, the app’s Info.plist file should contain a $!{infoPlistKey} key with a user-facing purpose string explaining clearly and completely why your app needs the data. Starting spring 2019, all apps submitted to the App Store that access user data will be required to include a purpose string.

Inaccurate Screenshots

App Store screenshots should accurately communicate your app’s value and functionality. Use text and overlay images to highlight your app’s user experience, not obscure it. Make sure app UI and product images match the corresponding device type in App Store Connect. This helps users understand your app and makes for a positive App Store experience.

Incomplete Information

Enter all of the details needed to review your app in the App Review Information section of App Store Connect. If some features require signing in, provide a valid demo account username and password. If there are special configurations to set, include the specifics. If features require an environment that is hard to replicate or require specific hardware, be prepared to provide a demo video or the hardware. Also, please make sure your contact information is complete and up-to-date.

Substandard user Interface

Apple places a high value on clean, refined, and user-friendly interfaces. Make sure your UI meets these requirements by planning your design carefully and following our design guides and UI Design Dos and Don’ts.

Web clippings, content aggregators, or a collection of links

Your app should be engaging and useful, and make the most of the features unique to iOS. Websites served in an iOS app, web content that is not formatted for iOS, and limited web interactions do not make a quality app.

Repeated submission of similar apps

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Submitting several apps that are essentially the same ties up the App Review process and risks the rejection of your apps. Improve your review experience — and the experience of your future users — by thoughtfully combining your apps into one.

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Misleading Users

Your app must perform as advertised and should not give users the impression the app is something it is not. If your app appears to promise certain features and functionalities, it needs to deliver.

Not enough lasting value

If your app doesn’t offer much functionality or content, or only applies to a small niche market, it may not be approved. Before creating your app, take a look at the apps in your category on the App Store and consider how you can provide an even better user experience.

Contacting Us

You can contact us to get details on your app’s status, ask for clarification on a rejection, repeal a rejection, request an expedited review, and more.

Resolution Center

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If your app has been rejected, the Resolution Center in App Store Connect provides more information, including any specific App Review Guidelines that your app did not follow. You can access the Resolution Center on the App Summary or Version Details pages in App Store Connect.

App Review Board

The App Review Board provides the opportunity to appeal the rejection of an app if you believe that the functionality or technical implementation was misunderstood. You can submit additional details to the App Review Board to help them determine if your app should be reconsidered.

Expedited App Review

If you face extenuating circumstances, you can request the review of your app to be expedited. These circumstances include fixing a critical bug in your app on the App Store or releasing your app to coincide with an event you are directly associated with.

If you’ve submitted an expedited review to fix a critical bug, be sure to include the steps to reproduce the bug on the current version of your app. For apps associated with an event, we recommend you plan and schedule the release of your app in App Store Connect. However, if your app is still in review and the launch of your event is quickly approaching, you can request to have your app review expedited. When submitting your request, it’s important to include the event, date of the event, and your app’s association with the event.

Please Note: Expedited reviews are granted on a limited basis and we cannot guarantee that every request will be expedited.

The App Store and Mac App Store showcase your amazing apps and help customers find new favorites. They’re also where our editors share stories about inspiring developers and their incredible work. Find out how customers can discover your apps, and learn how our editors select apps and developers to feature.

Categories

Categories on the App Store and Mac App Store sort apps based on their main function or subject matter. Customers can browse categories, such as Entertainment, Shopping, or Social Networking, to find related apps. You can assign a primary and a secondary category to your app. The primary category is particularly important for discoverability, as it helps users find your app when browsing or filtering search results, and it determines in which tab your app appears on the App Store.

To learn more, see Choosing a Category.

Today Tab

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The Today tab on the App Store is a daily destination with original stories from our editors around the world, featuring exclusive premieres, new releases, a fresh look at our all-time favorites, an App of the Day, a Game of the Day, and more. It offers tips and how-to guides to help customers use apps in innovative ways, and showcases interviews with inspiring developers. Stories share Apple’s unique perspective on apps and games and how they impact our lives, using artwork, videos, and developer quotes to bring your apps to life.

Games and Apps Tabs

The App Store is also the world’s best game store, with dedicated experiences for games and apps that inform and engage customers through recommendations on new releases and updates, videos, top charts, and handpicked collections and categories. Both tabs also feature app preview videos that autoplay with muted audio as customers scroll through the tabs, and selected in-app purchases — which customers can start buying directly on the App Store.

Promoted In-App Purchases

Customers can browse in-app purchases directly on the App Store and start a purchase even before downloading your app, helping your app’s content gain exposure. You can promote up to 20 in-app purchases, including subscriptions, on your app’s product page. They can also appear in search results and may be featured by our editorial team.

For details, see Promoting Your In-App Purchases.

Discover

Discover is where customers find the best new releases and updates on the Mac App Store. Each week, our editors shine a light on incredible apps and games with in-depth stories, behind-the-scenes interviews, and curated collections to help customers do more of what they love with their Mac.

Create

Create is where customers find powerful apps that make creating on a Mac intuitive, efficient, and fun, with helpful tips and tours that even experts will find useful.

Work

Work is where we showcase new favorites that support focus and organization. With curated collections and how-tos from our editors, finding the right business, productivity, and utility apps is easy.

Play

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Play is where we highlight great games and entertainment apps, with recommendations of new releases, all-time favorites, and handpicked collections.

Develop

Develop is where our editors curate the best developer tools and utilities to help bring your creativity and imagination to customers around the world.

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Getting Featured

App Store editors write stories that showcase apps in interesting and informative ways. Our editors base their decisions on a variety of factors, all of which amount to a great product that customers will love. There is no paid placement or checklist of requirements for apps we write about or feature.

Stories.App Store editors talk about apps that have a unique story for example, a behind-the-scenes look at how a developer launched an app that disrupted an industry or how an app helped a customer solve a unique problem.

Apps and Games. When considering apps to feature, our editors look for high-quality apps across all categories, with a particular focus on new apps and apps with significant updates. Factors that our editors consider include:

  • UI design: the usability, appeal, and overall quality of the app
  • User experience: the efficiency and functionality of the app
  • Innovation: apps that solve a unique problem for customers
  • Localizations: high-quality and relevant
  • Accessibility: well-integrated features
  • App Store product page: compelling screenshots, app previews, and descriptions
  • Uniqueness

For games, editors also consider:

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  • Gameplay and level of engagement
  • Graphics and performance
  • Audio
  • Narrative and story depth
  • Ability to replay
  • Gameplay controls

Tell us your story.

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If your app has a unique story that our editorial team should know, tell us about it. For new apps or a significant update, let us know six to eight weeks in advance of your launch.