I’d like to suggest an improvement to the App Review process, particularly around Guideline 2.1 – Information Needed for new app submissions.
Recently, I submitted a new app and received a request asking for a screen recording demonstrating the app’s core functionality, along with information about tested devices, target audience, external services, regional differences, and other details.
The problem is that I had already uploaded a screen recording when submitting the app.
This makes the process frustrating and inefficient for both developers and Apple. If the information has already been provided, reviewers should ideally check the submitted materials before requesting them again. Otherwise, developers have to spend additional time responding, and Apple reviewers also spend additional time handling unnecessary back-and-forth.
If a screen recording and these additional details are now effectively required for most new app submissions, I think Apple should make this part of the App Store Connect submission workflow.
For example, App Store Connect could provide dedicated fields for:
App demonstration video
Tested devices and OS versions
App purpose and target audience
Test/login instructions
External services and AI services used
Regional differences
Regulatory or licensing information, where applicable
This would be much clearer than putting everything into a general “App Review Notes” field.
In the AI era, the number of apps being created and submitted is likely to increase significantly. Apple’s App Review process needs to evolve alongside this. Repeatedly requesting information that developers have already supplied wastes time on both sides and creates unnecessary hurdles for developers trying to bring new ideas and innovations to the iOS ecosystem.
I hope Apple can consider making these requirements more structured, transparent, and automated within App Store Connect.
The goal should be to make App Review both more thorough and more efficient — for Apple reviewers as well as developers.
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