In this post, we'll share tips to help you submit apps that deliver original ideas to your users. When working on your app, focus on creating interesting, unique experiences that aren't already available. Apps that actively try to copy other apps won't pass review, and accounts that repeatedly submit copycat apps or attempt to impersonate a service will be closed. The rules that prevent copycat and impersonator apps from being distributed on the App Store are described in App Review Guideline 4.1: 4.1 Copycats (a) Come up with your own ideas. We know you have them, so make yours come to life. Don’t simply copy the latest popular app on the App Store, or make some minor changes to another app’s name or UI and pass it off as your own. In addition to risking an intellectual property infringement claim, it makes the App Store harder to navigate and just isn’t fair to your fellow developers. (b) Submitting apps which impersonate other apps or services is considered a violation of the Developer Code of Conduct and may result in removal from the Apple Developer Program.(c) You cannot use another developer’s icon, brand, or product name in your app’s icon or name, without approval from the developer. These requirements help make the App Store both a safe place for people to discover apps and a platform for all developers to be successful. Best Practices Here are three best practices that will help you submit apps that follow App Review Guideline 4.1: 1. Submit apps with unique content and features. People want apps that provide unique experiences. Find areas that aren't currently being served and build compelling apps for those audiences. Do: Create apps that provide a new experience or a unique spin on an existing concept. Design original, delightful interfaces that elegantly meet your user's needs. Don't: Don’t imitate the features and functionality of other apps. Don’t copy the look and feel of other apps, such as using an identical user interface design. 2. Make sure App Store metadata only contains relevant information and content you either own or have permission to use. The metadata provided in App Store Connect is used to populate your app's product page on the App Store. People rely on this metadata to learn about your app and what it has to offer. Leveraging the popularity of another brand or app, either by including irrelevant references or protected content, is misleading and won't help your app succeed. Do: Use engaging, descriptive language to describe your unique app. Create original content that best represents your app, such as screenshots showing the actual app in use. Don't: Don't use protected material you do not have the necessary permission to use, such as app icons that are similar to icons of a popular app. Don’t include irrelevant references, such as popular app names or trademarked terms, in any metadata fields. 3. Provide information that is authentic and verifiable. People want to know the developers behind their favorite apps are who they say they are. It's important to continually review and provide up-to-date information, including the developer or company name listed on your Apple Developer Program account, the Support URL listed on your app's product page, and other helpful information. This will enable your users to contact you when they need help and it will also hinder people who may try to impersonate you, your app, or your service. Do: Make sure all information, resources, and documentation related to your account and apps are current and accurate. Don't: Don’t provide inaccurate information or resources, such as directing people to outdated support pages. Don’t provide fraudulent documentation. Accounts that submit fraudulent documentation will be removed from the Apple Developer Program. Support Incorporating these best practices into your app's development will help you submit apps that follow App Review Guideline 4.1. If you need additional assistance, consider taking advantage of one of the following support options available from App Review: If your submission has been rejected, reply to the message from App Review in App Store Connect and request clarification. Request an App Review Appointment to discuss the results of our review. Appointments are subject to availability, and take place during local business hours in your region on Tuesdays and Thursdays. If you believe your app follows the App Review Guidelines, consider submitting an appeal to the App Review Board. Resources Learn about foundational design principles from Apple designers and the developer community. Learn how to create engaging App Store product pages. Note that apps that violate intellectual property rights are subject to removal through the App Store Content Dispute process. If you believe an app on the App Store violates your intellectual property rights, you can submit a claim.

Here are some tips from App Review for a smooth review experience. We’ve split them into two categories: Before You Submit and After You Submit. We’ve also made an easy-to-follow Submission Guide you can save and reference at any point on your App Store journey. Before You Submit Tips Enable a complete review. Make sure you’ve provided demo accounts or implemented an account demonstration mode before you submit. We’ll need to review the entire app experience, both with and without an account. Provide up-to-date demo account login credentials in the App Review Information section on the app version page in App Store Connect. If your app has multiple account types (such as admin and general users), use the Notes field to provide additional demo account credentials for each account type. If your app requires an authentication code in addition to the login credentials, provide the code in advance in the Notes field. Otherwise, a call may be required to complete the review. Apps that handle sensitive user information, or operate in highly regulated industries, can implement demonstration modes that exhibit full features and functionality while using demonstration data. Use the Notes field in App Store Connect to provide information to App Review. The App Review Information section of App Store Connect includes a Notes field. Provide any information that could be relevant to your submission’s review: Submitting a new app? Tell us about your app's concept, business model, and if your app is designed to only operate in certain locations. Submitting an update? Tell us about what’s changed and where to locate significant new content or features. Connecting to hardware? Attach a video, not a screen recording, that shows both the hardware and the app running on a physical Apple device as they pair and interact. Test your app on physical devices before submitting for review. Use TestFlight to distribute your app for beta testing. App Review evaluates apps the way your users will use them: installed on real devices and connected to networks with real-world conditions. Make sure your pre-submission testing includes running the app on each device platform where it could be used. Users expect the app to function on all the devices where it’s available. TestFlight will help you do quality assurance and beta testing on real devices. Share your beta app with internal testers on your Apple Developer Program account or to external users via an email invite or public link. Configure In-App Purchases for review in the sandbox environment. App Review assesses In-App Purchases in the same sandbox environment Apple provides for testing them. The sandbox lets us use real product data and server-to-server transactions, without incurring any financial charges. Take these steps to prepare your In-App Purchases for review: Accept the Paid Applications Agreement in App Store Connect. Submit the In-App Purchases in App Store Connect that you’d like reviewed. Follow the steps in TN3186: Troubleshooting In-App Purchases availability in the sandbox if your app fails to display your In-App Purchases. Note: In-App Purchases don’t need prior approval from App Review to function in review. Join a Meet with Apple event if you need assistance before you submit for review. Request an App Review appointment through Meet with Apple to chat with an App Review expert about how to prepare for review, ask questions about specific guidelines, and discuss other topics related to the review process. Appointments are subject to availability during your local business hours on Tuesdays and Thursdays. After You Submit Tips Contact App Review if you need assistance with an ongoing submission. If your submission doesn’t pass review and you have questions, contact App Review directly by clicking Reply to App Review in App Store Connect. You’ll receive a reply from a review specialist who’s familiar with your app. You can also use the Reply to App Review message window to request a call with an Apple representative. Include your preferred time and language for the call and we’ll do our best to accommodate your requests. Use the Bug Fix Submissions process to quickly deliver bug fixes and resolve other issues on the next submission. If an update includes bug fixes and is rejected, you will be given the option to resolve the issues on your next submission, as long as there are no legal or safety concerns. App Review will let you know if your submission is eligible by including this note at the top of the rejection message: Bug Fix Submissions The issues we've identified below are eligible to be resolved on your next update. To accept this offer, simply reply to the rejection message in App Store Connect and let App Review know you’ll resolve the issues on the next submission. Share ideas with Apple about how to improve or clarify the App Review Guidelines by submitting guideline feedback. Just as the App Store is always changing and improving to keep up with the needs of customers, the App Review Guidelines may be revised to provide new and updated guidance. If you have ideas for improving or clarifying our requirements you can suggest guideline changes. If your submission was rejected but you believe it follows the App Review Guidelines, consider submitting an appeal to the App Review Board. If your submission didn’t pass review but you have reason to believe it follows the App Review Guidelines, you can submit an appeal to the App Review Board. You can also file an appeal if you think we misunderstood your app or the review was unfair. The App Review Board will contact you as soon as they complete their investigation.

Dear App Review Team, Our app – Apple ID 6756967338, has been stuck in the “In Review” status for over 10 days (Jan, 19 at 1:33 PM). Normally, reviews begin within a few days, but in our case, it seems unusually delayed. Could you please clarify: • Is there a specific reason for this hold? • Is any action required from our side? • When can we expect the review to finish? Thank you very much for your time and assistance.

Hello! I have a web extension I've written to Google Chrome and Mozilla Firefox. It's made up of simple files. The extension (content.js) A manifest (manifest.json) file which explains the extension The icon (icon.png) Apple has developed App Store Connect / Xcode Cloud specifically for this. I upload those three files as a zip. I move it over to TestFlight for testing and then select Distribution to put it through Apple Review. This is my entire process. I have been doing this for 4+ months and Apple reviewed my application and put it up. I have then gone through 13 subsequent reviews (ALL POSITIVE) and have gone through version upgrades for months, no issue. On the 15th review, they want me to change the name of my application. I have done that in the content.js, the manifest.json, and anywhere that allows me to change it in App Store Connect. There is apparently one more place they want it changed. This is on the App Information / General Information tab, specifically the "BundleID". The tip on that field says: The bundle ID must match the one you used in Xcode. It can't be changed after you upload your first build. Or, I am not understanding what their issue is or what else I can change. I was told by Review team I must use XCODE to change this. I tell them I don't use XCode (they demand now I use Xcode, which seems completely irrelevant here and a red herring The tooltip itself says I can't change it anyway? Has anyone been told after they released their application they have to change their name later on in life?

Hello Apple Developer Community, It's been almost a week since I submitted an update to an existing In-App Purchase and specifically a text change to the "Display Name" field. All my new localized strings are stuck in "Waiting for Review" status, and the IAP itself shows "Updates Pending Review" (although its status is "Approved"). Do I need to submit a new app version for these metadata changes to be reviewed, even though the IAP was previously approved? Thanks in advance for any insight.

Hey, everyone! I've been trying to publish a new version of my app but it's been stuck in "Waiting for Review" for over 2 weeks now. Previous review processes were really swift (even during the holiday season). Has anyone experienced this issue? I've seen a couple of similar posts here. Any help or guidance will be much appreciated. Best, Wadi

Hi everyone, Just wanted to ask if anyone else has noticed longer-than-normal review times recently. Our latest app has been sitting in “In Review” for more than a week now. Normally our apps get reviewed much faster, so we’re unsure if this is just a backlog or something else. Currently: No communication from Apple No visible issues in metadata Review status hasn’t changed Curious to know: • Are others seeing similar delays? • Does this usually mean a deeper/manual review? • When should we reach out to Apple? • How do you usually contact App Review for status checks? Would love to hear your experiences. Thanks!

Hello everyone, I wanted to check if anyone else has experienced longer App Review delays recently. Our recent app submission has been in the “In Review” status for more than 7 days (since Jan 15, 10:44 PM). In our previous submissions, reviews usually started or completed within a few days, so this delay feels unusual. Current situation: No messages or rejection notes from Apple No metadata or compliance issues flagged Status remains “In Review” without updates I’d appreciate guidance from the community: • Is this type of delay normal these days? • Could this indicate a manual or extended review? • At what point should we contact App Review directly? • What is the best way to contact App Store / App Review support regarding a stuck review? If anyone has faced a similar delay and can share their experience or advice, it would be very helpful. Thank you in advance for your help.

Hello, I’m posting here in hopes of getting some help or advice regarding our app submission, which has now been stuck in “Waiting for Review” status for 45 days. We submitted our iOS app on Dec 12, 2025, and since then there has been no movement in the review process. This app is important for our business. The delay is now starting to affect our plans significantly. We called Developer Support, hoping to get some clarity or assistance. Unfortunately, the responses we received were generic and didn’t provide any concrete solutions or timelines. We understand the review process can take time, but 45 days with no progress or transparency feels excessive—especially considering the app was submitted under a developer account that has had previous successful submissions without issue. Here’s a quick summary: • Initial submission: Dec 12, 2025 • Current status: “Waiting for Review” If anyone from the App Review team happens to see this, or if any fellow developers have deal with a similar issue recently and have advice, we would greatly appreciate your insights. This delay is putting real pressure on our timeline, and we’re doing everything we can to resolve it. Thank you for your time and support.

We aim to enable virtual goods payment on WeChat Mini Program. Now that we have learned that iOS has opened the "Mini Apps Partner Program", I would like to know how to invoke the iOS payment API on the Mini Program, and what actions we need to take.

Hello everyone, I’m a developer working for a client company, and I’m trying to publish an iOS app from their Apple Developer account. The app is 100% original and fully developed by me and my team (no templates, no third-party source code reuse, no republished app). During development, I previously uploaded internal test builds of the same project to my personal Apple Developer account for testing purposes, using a different Bundle ID. Now that we are ready to release, we submitted the app from the client's account, and the submission appears to be blocked/rejected due to similarity/duplicate detection (Design Spam: 4.3.0). My questions: What is the recommended Apple process in this situation? Is App Transfer required/expected even if the previous builds on my account were only for internal testing and never publicly released? If App Transfer is not applicable, what is the best way to document that this is the same original app, now being published under the client’s account (authorization/ownership)? Does removing/deleting the test app/builds from my personal account help at all, or is it better to leave history as-is and only provide an explanation to App Review? Any guidance from developers who faced a similar issue (or from Apple engineers) would be really appreciated. Thank you.

Hello App Review Team, I am writing to seek clarification regarding repeated review feedback received via App Store Connect (Resolution Center) for my app: App Name: Animal Sounds & Insects 90+ App ID: 6741077718 Team ID: 24MTF8NJ6Q Over the past two weeks, this app update has remained in review with multiple rejections referencing similar concerns, despite detailed responses and clarifications already provided in the Resolution Center. Unfortunately, I have not received follow-up responses or specific guidance there, which has prevented me from releasing even a minor update. To ensure clarity and avoid further delays, I am summarizing the key points below. Parental Gate (Guideline 1.3 – Kids Category) The review feedback indicates that the app may include links, commerce, or ad interactions without parental permission. I would like to clarify that the app implements a mandatory, non-dismissible parental gate, which is required before: Opening any external links Engaging in any form of commerce, including in-app purchases Interacting with any advertisements This parental gate cannot be bypassed or disabled and is triggered consistently across all applicable user flows. No child user can access links, purchases, or ad interactions without successfully completing the parental gate. If there is a specific screen, flow, or scenario where this behavior was interpreted differently during review, I would greatly appreciate precise details so I can verify and address it immediately. Advertising Experience (Guideline 4.0 – Design) The review also notes that users are required to view advertisements prior to using the app. I would like to clarify that the app does not require users to view advertisements before accessing its core functionality. Specifically: There are no forced ads No launch or entry interstitials No ads that block or gate access to the app’s main features Advertising within the app is passive and non-intrusive. This setup has been live for over one year, and no recent changes were introduced that would alter this behavior. Request for Guidance I fully respect and support the App Review Guidelines and am committed to complying with them. Given the repeated rejections and lack of actionable feedback so far, I kindly request: Clear and specific guidance on the exact screen, flow, or behavior being flagged Confirmation on whether the current parental gate implementation is being detected correctly during review My goal is to resolve any remaining concerns as quickly and accurately as possible so the review process can move forward. Thank you very much for your time and support. I appreciate the work of the App Review team and look forward to your guidance. Kind regards, Jiyan Aslan Developer, Animal Sounds & Insects 90+

I've been rejected by Apple many times for design spam. I'm confused whether this is because I'm reusing codebase or because my app is similar to other apps on the store. However, very few other apps on the App Store are similar to mine, so I don't think I'm spamming. Could you please tell me how to fix this? Should I refect the codebase or completely redesign the app's features? Thank you for reading!

I am writing to request a status update regarding the appeal I submitted for my Apple Developer Program account and the removal of my app, The Guide, from the App Store. I received a Pending Termination Notice, and all apps associated with my account were removed. I submitted a formal appeal through App Store Connect within 2 hours, acknowledging the concerns raised and explaining the corrective actions I am prepared to take to fully comply with Apple's policies. As of today, I have not yet received any response or further instructions. Given the seriousness of the situation and the impact on my business and users, I would be very grateful for any update on the review timeline or next steps required from my side. I also want to bring to your attention that approximately 600k in revenue remains pending in my account. This situation has created significant financial hardship for my business operations, and I would appreciate clarity on when these funds might be released, regardless of the appeal outcome. I take Apple's guidelines and user trust very seriously, and I am committed to making any necessary changes to ensure full compliance. I respectfully request guidance on whether additional information is needed to proceed with the review of my appeal. Thank you very much for your time and consideration. Kind regards, Khalid Khan

Hey all, I am a first time publisher navigating the App Review process. I want to publish a watchOS only app, but keep getting this feedback: Regarding 4.0, Apple Watch app icon's background color is still black. Based on our investigation, you have included plain black icons. To resolve this issue, it would be appropriate to modify your app's Apple Watch app icon to include a lighter background color to ensure that it is recognizable and appears circular on Apple Watch. I set the following configs: Project -> Targets -> Apple Watch App -> App Icons & Launch Screen -> App Icon set to my Icon Composer file. Checked App Icons Source. I was able to install my build through TestFlight and successfully install on my watch, and the App Icon displays properly there. I also saw a recent Reddit post from another developer facing the same issue. I can't link that post, but will share this post with the OP. I attached what the reviewer sent me with the rejection.

I'm extremely frustrated with Apple's unfair app review process. To make a long story short, for every app I've ever submitted, Apple has made false accusations about problems with my apps. Some of their feedback has absolutely been legitimate and correct, which I appreciate, but I would say about 50% of all "feedback" I've ever received has turned out to be objectively wrong. In some cases, the App Review team's gaslighting has been so strong that I have had to submit screenshots of code as proof that their accusations were completely wrong, after which they have had to accept the app. In one instance, they have claimed that one of my apps would not be allowed on the App Store at all, and when I link to multiple other apps that works EXACTLY the same way, the App Review team love to point out that you are not allowed to compare yourself to other apps. To be clear, I'm an indie developer and I'm not even comparing myself to apps from large corporations or any popular apps at all (since it's well known they get the VIP treatment), all apps I have compared myself to are from small, unknown indie developers such as myself - so I'm only comparing myself to developers in the same category as me. Telling developers that they are not allowed to compare themselves to other developers is VERY ethically problematic, imagine doing that to minorities in real life. I'm a minority in multiple ways, and I'm very worried about the ethics and moral at the App Review team. When I ask why they reject my app, but approve many apps that were recently released that works EXACTLY the same way as my app, I either get no reply at all or they tell me that I can't compare myself to others. Submitting appeals to the App Review Board doesn't help either. To be completely transparent with you, it has been very hard and draining on my mental health to have this invisible wall consisting of gaslighting that the App Review team has set up for me. It just doesn't make sense... The app review process is unfair, inconsistent and problematic, and it should be a serious eyebrow-raiser when Apple's App Review team can't explain why some small indie developers get approved easily while others get rejected. Especially since it seems like the pattern is that those who get rejected are humans in various kinds of minorities, as evidences by some other threads on this topic.

Hello, Our application, which we have been developing for a long time, was shut down on December 12 after a test access issue prevented reviewers from accessing a feature while we were addressing a repeated violation. This appears to have been interpreted as “feature hiding” and “repeated violations.” We submitted an appeal explaining the situation, but it has now been 43 calendar days and we have not yet received a response. We would be very grateful for any clarification or assistance you can provide regarding the status of our appeal.

Hi everyone, I need help understanding an App Store rejection I received. My app was rejected with the following reason: Guideline 3.1.2 – Business – Payments – Subscriptions Issue Description: The submission did not include all the required information for apps offering auto-renewable subscriptions. The following information needs to be included within the app: A functional link to the Terms of Use (EULA) A functional link to the Privacy Policy The following information needs to be included in App Store metadata: A functional link to the Terms of Use (EULA) A functional link to the Privacy Policy Here is what I have already done: I have added a Privacy Policy link in the app. When the user clicks it, it navigates to my app website’s Privacy Policy page, and the page opens correctly. For Terms & Conditions, I am using Apple’s standard EULA and linked this URL in the app: Legal - Licensed Application End User License Agreement - Apple This link opens correctly as well. I have also created separate Privacy Policy and Terms pages on my App so should i link that page or website URL ?. Despite this, my app is still getting rejected.

Dear App Review Team, Our app – Apple ID 6754872058 has been stuck in the “In Review” status for over 7 days (since Jan, 15 at 10:44 PM). Normally, reviews begin within a few days, but in our case, it seems unusually delayed. Could you please clarify: • Is there a specific reason for this hold? • Is any action required from our side? • When can we expect the review to finish? Thank you very much for your time and assistance.

Please who could explain better what i need to do at this point when my submission is rejected? Guideline 5.1.1 - Legal - Privacy - Data Collection and Storage The app does not meet all requirements for apps that offer highly regulated services or handle sensitive user data. Specifically: The app must be published under a seller and company name that is associated with the organization or company providing the services. In this case, the app must be published under a seller name and company name that reflects the Nigerian Shippers’ Council name. The guideline 5.1.1(ix) requirements give users confidence that apps operating in highly regulated fields or that require sensitive user information are qualified to provide these services and will responsibly manage their data. Next Steps To resolve this issue, it would be appropriate to take the following steps: The app must be published under a seller name and company name that reflects the Nigerian Shippers’ Council name. If you have developed this app on behalf of a client, you may resubmit the app through their account, if they have one. You may also request an update to the company name on your account by having the Account Holder edit the account information. Please note that you cannot resolve this issue with documentation showing permission to publish this app on behalf of the content owner or institution.

Did any one face this issue "Note that users expect apps they download to function on all the devices where they are available. Since your app may be downloaded onto iPad devices, it is important that it also function as expected for iPad users" even though we already done the following Target → General → Deployment Info Devices: ☑ iPhone ☐ iPad ← MUST be unchecked UIDeviceFamily = 1 Mac Catalyst is set to NO

Hello everyone, I'm seeking advice from the community regarding an App Review rejection I've been struggling with. Situation: My Mac app, an application launcher, has been rejected under Guideline 5.2.5 for being "too similar to LaunchPad, which creates a misleading association with Apple." After requesting specific feedback on what needs to change, I received only a generic response directing me to read the guidelines without any actionable details about which features or design elements are problematic. My App's Differentiating Features: My app includes numerous features that distinguish it from LaunchPad: Windowed mode in addition to fullscreen Category topbar with filtering capabilities Resizable grid with customizable icon sizes and spacing Advanced organization with custom categories, tags, and usage tracking Different visual design language and interaction patterns The Challenge: I've observed several other app launchers on the Mac App Store that appear to share more similarities with LaunchPad than mine does (e.g., identical pagination, similar grid layouts, similar visual design). This makes it difficult to understand why my app specifically was flagged. What I've Tried: Provided detailed documentation of differentiating features Requested specific feedback on which elements need changing Compared my app to approved alternatives on the store Received only a generic response with no actionable guidance Questions for the Community: Has anyone else faced this type of rejection for app launchers or similar utility apps? What specific changes did you make that satisfied App Review? Are there particular visual elements or features that App Review considers "off limits" for this category? Should I consider filing a formal appeal, or is there a better path forward? Are there any Apple engineers who might be able to provide insight into how to differentiate from built-in macOS apps while still solving the same user problem? My Goal: I'm not trying to clone LaunchPad - I'm trying to provide users with a more powerful, customizable alternative. However, without specific guidance on what crosses the line, I'm stuck in a loop where I can't make meaningful changes. Any advice, experiences, or suggestions would be greatly appreciated. Has anyone successfully navigated a similar rejection? Thank you in advance for your help!