What is happening with the Apple App Review process?

The review waiting time is catastrophic.

The rumours are that it's the same inside Apple due to AI slop. It's overwhelmed the review process and Apple has had to turn to AI on the review side. It may take some time for Apple's AI to learn to match AI input to AI review.

we provide a clear, structured, and detailed explanation

If you find yourself needing to provide that kind of documentation for the reviewers, then it would probably be even worse for end users.

The quality of the review process feels extremely poor. We can see what reviewers are doing inside the app, and frankly, even our junior QA testers test products more carefully and more logically.

App Review is not a testing service. They're looking for malware, frauds, scams, and people inventing new ways to break laws.

We are talking about complex products that involve licensing, registrations, data protection, compliance disclosures, financial partners, and other serious requirements.

Are you on the right platform? Apple makes consumer electronics and services. While they do a have a "Pro" trademark they like to slap on products to double the price, that does not fundamentally change the nature of the business or market.

It is becoming impossible to plan launches, honor business commitments, coordinate with partners, or run a serious product roadmap when the review process works this way.

You can set your own release schedule in App Store Connect. But until you get used to the system, it's best not make any assumptions or expectations.

This is a genuine appeal from a team that is trying to do everything correctly, transparently, and professionally, but is being blocked by a review process that feels careless, inconsistent, and extremely inefficient. Apple, what is happening with App Review?

An appeal to the gods? This is a developer support forum. It was originally intended for technical programming questions. But it turned out those were few and far between. Instead, it's become a venue for complaining about App Review. And that was before AI slop.

Apple does regularly have "meet with Apple" sessions where you can talk to App Review directly.

Thanks for your reply.

May I ask how many new apps you have released in the last month, and what your actual App Review timelines looked like? It would be useful if you could share your own recent experience with new app submissions, not just general advice.

Also, as I mentioned in my original post, we are not talking about simple mini-games or basic apps. We are talking about more complex products that involve licensing, registrations, data protection, compliance disclosures, financial partners, and other serious requirements.

Please also take a look at the rest of this forum. There are dozens of similar posts from developers describing long delays, repeated questions, unclear review behavior, and the feeling that the information provided in App Review Notes and Messages is not being properly reviewed. We structured our post based not only on our own experience, but also on what many other developers are reporting here every day.

And frankly, where else should developers discuss this if not here? This is a dedicated App Review section of the Apple Developer Forums. If developers cannot discuss App Review delays, inconsistencies, and process issues in the App Review forum, then where exactly are they supposed to raise these concerns?

I also do not quite understand the defensive position here. If you personally are not experiencing these issues, that does not mean the issues do not exist. Many developers clearly are experiencing them, and our team is one of them.

We are not asking Apple to act as our QA department. We are asking for a review process where submitted information is actually read, answers are considered, and legitimate complex apps are reviewed consistently and professionally.

The broader concern remains: if developers provide complete documentation, transparent disclosures, and direct answers, but the review still proceeds as if none of that was submitted, then the problem is not the app — it is the process.

May I ask how many new apps you have released in the last month, and what your actual App Review timelines looked like?

My last app release was six months ago - to the day. But I'm only working on Mac apps right now, so my experience isn't going to be applicable to most other developers.

We are talking about more complex products that involve licensing, registrations, data protection, compliance disclosures, financial partners, and other serious requirements.

Every app and every developer is unique.

Please also take a look at the rest of this forum.

Oh don't worry. I've seen it.

We structured our post based not only on our own experience, but also on what many other developers are reporting here every day.

This is the internet. People can say anything they want. There is no requirement, or even expectation, of veracity.

Apple used to regularly post App Store transparency reports. Seeing the actual numbers might help to put things into perspective. They didn't do that for 2026. Instead they just posted a press release with much of the same information. Can't blame them for that. Nobody ever read the yearly reports anyway.

where else should developers discuss this if not here?

That's a good point. But just because you make a good point doesn't mean there's any answer. You can post pretty much anything you want here. It's just that this forum is a disaster. You're not going to get any meaningful replies. We're discussing it right now, aren't we? This is as good as it gets.

You can go elsewhere on the internet for a more welcoming anti-Apple echo chamber if you want. That might make you feel better, but it isn't going to get your apps reviewed any faster.

Also, I should caution about "discussions" on this forum with respect to App Review and developer account issues as it may involve personal and/or unflattering information. In many cases, people simply post Apple messages or e-mails with no context at all. That's frustrating. But on the rare occasions that they do provide some additional information, it always makes App Review look good.

I also do not quite understand the defensive position here.

The only thing I would be defensive about is an accusation of being defensive. I've had good experiences and bad experiences with Apple.

We are not asking Apple to act as our QA department.

That was one of your bullet points.

We are asking for a review process where submitted information is actually read, answers are considered

That'd be nice, eh?

I can’t disagree with much of what you said. At the same time, if developers do not raise these issues openly, they are unlikely to ever be addressed.

Our development team has many years of experience working with Apple and has successfully gone through dozens of App Reviews over the years. We understand the process, we respect the rules, and we know that reviews can sometimes take time.

But what has been happening recently is different. The delays, the lack of clarity, and the repeated requests for information that has already been provided have become extremely frustrating. Unfortunately, that is the reality many developers are facing right now.

And with respect, the experience of publishing Mac apps and iOS apps is not the same. The current iOS App Review process feels far more unpredictable than it used to. We did not face these kinds of issues before, at least not at this scale.

That is why developers are trying to discuss it here. Not because we expect this forum to magically solve the problem, but because ignoring the issue definitely will not help either.

Jumping into the discussion, I have performed about 10 submissions in the last 2 weeks.

They all went expeditely, with approval in less than 24 hours. Pretty good, isn't it ?

@Etresoft,

This is a developer support forum. … it's become a venue for complaining about App Review.

unfortunately, I agree with you. The forum is turning to a useless kind of Wailing Wall.

The rumours are that it's the same inside Apple due to AI slop

Will we see the day where reviews are billed, as a way to limit the flow of AI app submissions.