Mastering the Rules: Navigating App Store Review Guidelines for Success in 2025

Getting through Apple's App Store review can be a frustrating experience. Over the years, we've seen it all—from successful launches to total failures where apps were rejected for minor issues.

We've encountered apps getting turned down for small mistakes like typos in in-app purchase descriptions or overlooked design tweaks. But the real disappointment hits when a team's hard work is blocked due to prohibited content or features that conflict with Apple's strict guidelines.

One thing is clear: understanding the App Store review guidelines is non-negotiable.

In this guide, we’ll break down what helps apps sail through the App Store review and avoid annoying delays that can cost time and money.

What you need to know about the App Store reviews

The iOS App Store review process is Apple’s way of ensuring the quality of apps in its marketplace. Each time you submit a new version of your app, no matter how small the update—like swapping out a couple of buttons—it must pass through Apple's App Store review guidelines.

Apple reviews apps to make sure they follow the iOS App Store review guidelines, are safe for users, and don't have bad stuff, especially in kids' apps.

They do reviews when:

• You send in a new version
• Lots of people complain or want refunds
• Your app hasn't been updated in over a year

If your app is a year old with no updates, Apple will tell you to update it. If you don't fix it in 90 days, they might remove your app from the App Store.

Sticking to App Store guidelines ensures your app stays live, and you continue to gain from your hard labor. So how do you do this process well?

Prepare your app for an AppStore review

Before sending your app to Apple for review, check these things to avoid getting stuck waiting:

• Test your app fully to catch any crashes or bugs
• Fill out all app info and metadata correctly
• Update your contact info so they can reach you
• Give them full access and a demo account to test everything
• Make sure backend services work during the review
• Explain any weird features or purchases in the Review Notes

Make it very easy for Apple's team to understand and use your app. This will help it get approved faster.

Submitting an app is like dating—first impressions count. Don't leave anything to chance. Otherwise, you’ll have to do it all over again, and again, until something sticks—a poor approach when it comes to business.

How your iOS app gets verified for the App Store

Your app must pass some checks before it goes live on the App Store:

Step 1

Checks for security and following App Store guidelines. For example, your app can't send code to a user's device (unless it's an educational app with a code editor).

Step 2

Technical issues check—-makes sure you used the latest version of Xcode to build your app. If not, Apple will tell you to rebuild it.

Step 3

Human review. Yes, real people (aka the App Review team) will take a look at your app. They test the main features, look at some screens, and check that in-app purchases work right.

This is all based on years of experience with App Store review guidelines history, so they've seen it all!

Since 2022, Apple introduced some cool updates to the app store review guidelines. You can submit in-app events and product pages for review separately. You don't need to make a whole new app version.

How long does Apple take to review an app?

iOS app review time is usually about 20 minutes, but it can take a few hours if it's complicated.

Keep in mind, apple app review time varies. Around holidays like Christmas or New Year, the team is very busy, so it might take longer. It's usually about 9 hours to start the review, and a full day to finish.

If something doesn't pass, you can hide it for now and publish the parts that got approved (pretty neat!).

What to do when the App Store employee has questions about the operation of your app

Alright, so you’ve submitted your app to the App Store, and you’re waiting for the app store review. But then, boom! The Apple review team pauses the process because they have some questions. It happens, especially if your app has some unique features or a non-standard flow.

Don’t worry—it’s totally normal.

Here’s what happens when the App Store employee has questions:

1. App Store reaches out

You'll get an email with questions about your app. They might ask how features work or request login details.

Pro tip: to speed things up, include this info in the build description before submitting. Less back and forth = faster approval!

2. Clarify how the app works

Provide details on your app's functionality. A screencast can be helpful to speed things along.

Image source.

Following the app store review guidelines here is key. Make it super clear so they don’t have to guess.

3. Explain why your app needs this or that kind of data

If your app asks for user data, like contacts or location, the review team will ask why. You’ll need to explain what you do with that data and why it’s necessary. Privacy is a big deal in Apple’s guidelines (your users surely would appreciate some transparency too).

4. Cover the bases when it comes to rights

If your app uses any music, videos, or brand assets, you’ll need to confirm you have the rights to use them. This is one of those things that can delay approval if you’re not prepared, so make sure you have all the legal docs ready. And if your app uses any unique encryption, you’ll need to explain that too.

A request for documents confirming the publisher's rights. Image source.

5. Wait for the process to be finally over

The first app store review can take a while—sometimes up to a month—especially if your app has unusual features. But don’t worry, once you get past this, future reviews will be quicker. For minor updates, it’s usually fast. With the new app store review guidelines changes, you can even submit things like in-app events or product pages separately.

Top reasons your app might flop in the iOS review process

You've answered the first questions from the Apple App Store review team—awesome! But there are reasons why apps often fail the iOS review. Here's what to look out for.

If your app breaks any app review guidelines, Apple will reject it. They'll tell you why, but they might not say exactly what needs fixing. Sometimes, you'll have to figure that out on your own.

Reviewers are human. They might miss a problem or reject an app for a small reason. The guidelines aren't always super clear.

Here’s why apps get rejected:

• If your app crashes or has bugs

• If your app takes too long to load or has content that doesn't work
• If your app is missing things or has broken features
• If your app uses people's data without a good reason
• If your app doesn't give users lasting value and usefulness—we can only have so many fake PDF readers!

Yes, the last one is blurry. Here is a real case from MUD Icon Generator:

The app was pretty cool. People from all over the world were buying things in the app, and they were using it for over 8 minutes at a time. But then Apple stepped in. They told the developers that the app broke their guidelines. The functionality people were paying for didn't give them enough long-term value.

Image source.

The developers tried to explain how MUD was valuable, but Apple wasn’t having it. So, in the end, they had to pull the app down themselves. How this works no one really knows. Unfortunately, as with all app stores out there, it’s a service you use, which means you are at their mercy. But enough with the doom and gloom, you’ll make it! Especially with this in hand:

Expert secrets to guarantee your app passes the App Store review

If you want your app to pass the Apple app store review, we can’t stress this enough: stick to the Apple app guidelines like glue. These get updated often, so always check the latest version.

Here’s what you must do:

• If users can create accounts, they must also be able to delete them, along with all their data. No delete option? No pass.
• Terms must be legible. Use a readable font and make sure key info is visible without scrolling. Include a "Restore Purchases" button and clear links to your privacy policy and terms of use.
• Nothing kills an app review faster than a crash. Ensure your app runs flawlessly on all devices and iOS versions you're targeting.
• Show all options clearly on one screen. Explain exactly what the user is buying and for how much. Make sure prices and currencies are correct for each country.
• Clearly highlight the main subscription or purchase option. Make it obvious which plan offers the most value.
• App Store description guidelines require your app’s description to be clear, accurate, and informative. It should give users a precise understanding of what your app does.
  • Make sure it highlights key features, functionalities, and any in-app purchases or subscriptions. Users need to know what they’re buying, and the description should match exactly what's being offered.
  • Avoid excessive promotional language, and ensure all the details match what your app actually delivers.
  • Descriptions must be localized properly for different regions, following App Store metadata guidelines.
  • Lastly, be honest—Apple reviews your descriptions for accuracy, so don’t exaggerate!

Image source.

Image source.

• If your app collects user data, ensure you explain why and how you’re using it. Link to your privacy policy right in the app.
• If your app hasn’t been updated for a long time, it could be flagged. Keep it fresh and compliant with new Apple app store rules.
• If your app uses third-party content, make sure you have the rights to use it. Apple’s strict about this.
• If your app does anything unusual (e.g., background processes), explain it in the notes section for the reviewer. Clear communication can save you from unnecessary delays.

To wrap up: App Store review DOs and DON'Ts

Let’s wrap this up with some App Store review DOs and DON'Ts so your app passes the Apple guidelines on the first try.

DOs:

- Before you submit your app, make sure it doesn't crash or have bugs. It needs to run well. The reviewers will find those problems, and if it crashes, they'll reject it.

- Tell Apple how you use people's data and why you need it. Privacy is really important to them, so make sure you follow their rules.

- Make sure all the links for subscriptions and support work. They won't allow any links that don't work.

- What you say about your app in the description, screenshots, and info has to match what the app really does. Don't stretch the truth or make things sound better than they are.

- Keep making your app better and fixing bugs. That keeps it fresh and makes it less likely to get rejected in the future.

DON'Ts:

- Don’t promise features your app doesn’t deliver. The app store requirements are strict about accurate information.

- Keep onboarding and instructions simple. Too much hand-holding can frustrate users. Balance it out based on your audience.

- Don’t ask for unnecessary personal information right away. Let the user trust your app first.

- Don’t upload UI images that don’t match the actual app interface. Apple checks for that.

Official examples: UI Design Dos and Don’ts

- If your app offers health tips or advice, make sure it's safe and fact-checked. Promoting anything potentially dangerous is an instant no.

FAQ

How long does an app store review take?

Typically, iOS App Store reviews take about 24 to 48 hours, though it might take longer during holidays or busy times. For TestFlight, Apple app review time is usually faster—around 24 hours. That said, the timing can vary depending on how complex your app is and how many reviews Apple is handling at the moment. So, it’s always good to leave a little room for delays.

How long do app store reviews take to show up?

After your app passes the iOS App Store review, it usually shows up within 24 hours. Of course, the exact time can depend on how busy Apple is with reviews and if you've set a specific release date. If it's scheduled, your app will go live on that date as soon as it's approved. So, if everything’s smooth, you’ll be seeing it in the store pretty quickly!

Does Apple review apps on weekends?

Apple generally doesn't review apps on weekends. Their review team primarily works on weekdays, so if you submit on a Friday, you might not hear back until the following Monday or later. It’s always good to factor in some extra time if you're submitting close to the weekend.

What are the App Store marketing guidelines?

The App Store review guidelines 5.1.1 cover user privacy, ensuring that any marketing or app promotions protect user data. Basically, your marketing materials need to be transparent, avoid misleading information, and follow Apple’s rules for protecting privacy. Make sure you’re not violating user trust while promoting your app, especially when handling personal data.