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. 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.

Dear Apple Developer Community, I'm reaching out in desperation after 50+ days of inexplicable delays for my app "JPG to PDF: Smallpdf Drive". Here's my timeline: April 24: Entered "In Review" (14 days) May 16: Canceled/re-submitted after no progress May 29: New build submitted → "Ready for Review" (18+ days and counting) June 5 & June 12: Apple Support confirmed delays (Cases #102582876314, #102614832873) but took no action Critical facts: • Violates Apple's stated 24-48hr review policy • Contains urgent bug fixes for paying users • Support now threatening to ignore future expedite requests Has anyone else faced 2+ month delays? Any advice beyond: ✓ 5+ support tickets ✓ 3 "escalations" ✓ Countless hours wasted? This is destroying my indie developer business. @AppleEmployees - please advise.

Dear Apple Review： I submitted my app on May 15th, and two weeks later, the app was still in the pending review status. So on May 28th, I deleted the app and resubmitted it. I resubmitted my app on May 29th, and as of today, June 21st, the app is still in the pending review status. I submitted another app in June, which has already been reviewed and is now live on the store, but this particular app remains in the pending review status.During the review period, I also emailed multiple times for inquiries, but I have not received any feedback yet. I would greatly appreciate it if you could look into the status of my submision and provide any updates or guidance regarding the next steps. Thank you for your time and supportl Best regards.

Hello, I’m an individual developer who received a termination notice for my Apple Developer account almost 30 days ago. I have submitted multiple appeals through the official App Review Board form and follow-ups through Developer Support, but I haven’t received any response. I’ve done everything possible to comply, including acknowledging any concerns raised and confirming that I will not repeat any mistakes. I’ve also stopped distribution of the app in question and committed to focus only on compliant development moving forward. With the 30-day deadline approaching and no answer, I’m extremely concerned and frustrated. I’m asking here because I have no other channel left to get a human response or confirmation that my appeals are being reviewed. I understand the importance of Apple’s rules, and I fully support fair enforcement. But complete silence in such a critical matter is very hard to handle for a small developer. If anyone from Apple sees this, please help escalate the case or provide guidance. I just want a fair chance to continue working within the platform. Thank you.

I can't pass rule 4.3b. I'm practicing horoscope. How do you think I should proceed? Is it possible to publish this application?

Hello team, I submitted an appeal over a week ago regarding my app's rejection, but I haven't received any confirmation that the appeal was received, nor any update on its status. I just want to ensure it went through properly. Could you please let me know if it has been received and how long the review process could take? The app id is: 6747082874 Thank you in advance for your help.

Dear App Review Team, We are raising serious concerns regarding the ongoing review process for the app (App ID: 6737148404), which has once again been escalated to the App Review Board—just days after the previous issue was finally resolved. We submitted a new build on June 18 containing a standard feature update. The app entered "In Review" promptly, but after 3 days with no communication, it has now been escalated to the board again, likely. This pattern is deeply troubling. What’s particularly alarming is that it appears the current reviewer lacks the necessary context or understanding of the app, and instead of engaging with us or taking ownership of the review, they’ve defaulted to escalating it without providing any rationale or feedback. This repeated hand-off to the board without accountability or explanation is effectively grinding our release process to a halt. Based on past experience, we suspect we are now waiting for another board meeting early next week—which means yet another week lost to silence and uncertainty. This is not a scalable or sustainable process. This is one of the top performing apps on visionOS, and yet every iteration—regardless of how minor—is delayed by escalations and inaction. These delays are damaging to our business, destabilizing to our user experience, and increasingly eroding our trust in the App Review process. We urgently request: Immediate clarity on the current review status A direct line of communication with someone accountable for the review An explanation as to why nearly every update requires board involvement We’ve complied fully with all App Store guidelines. All standard support channels have already been exhausted without resolution. This cycle must change. We are ready and willing to work collaboratively, but we need responsiveness and consistency from Apple in return. App ID: 6737148404

We have received a message stating that during the account registration process or after creating an account, you provided Apple with fraudulent and/or false account information, documents, or other false statements about yourself or the applications you submitted. ” May I ask which document or information has been identified as false information? We can provide an explanation for this

I’m experiencing a critical issue with my app’s review process under my developer account (App ID: 6744330283). The app was initially approved and published, but starting with version 1.2 and later updates, every submission faces prolonged review times (over 1 week) only to be automatically rejected without clear justification. I’ve resubmitted multiple times, confirmed compliance with guidelines, and even tested with minor changes—same result. Meanwhile, a separate developer account of mine gets approvals within 24 hours for the same type of apps, suggesting an account-specific issue. Actions Taken: Appealed via the Resolution Center and App Review Board. Communicated via email and even a Meet call with Apple Support, but was told my account has "no issues." The app has real users and active IAPs, making this disruption unacceptable. Next Steps: I’m pursuing legal counsel in LA to escalate this, as the lack of transparency is harming my business. Questions for the community: Has anyone resolved a similar issue? Are there hidden account flags or escalation paths beyond standard channels? Any advice or shared experiences would be greatly appreciated.

How would one interpret guideline 5.4 VPN? It states: "Apps offering VPN services may not sell, use, or disclose to third parties any data for any purpose, and must commit to this in their privacy policy" Does that mean you cannot integrate Ad SDKs inside apps offering VPN functionality? Or does this only apply VPN Traffic? So using third party Ad SDKs like Admob is fine, as long you don't share any VPN traffic data? (e.g. Admob runs inside the App Process/UI, but doesn't run inside NEPacketTunnel) We have a similar case (and couldn't get clarification from App Review so far)

Hi everyone, I’m relatively new to the App Store and currently facing a frustrating review situation. I’d appreciate any advice or insight. Here’s the timeline: June 6: I submitted version 1.0 of my app. It was approved the same day. June 10: I submitted version 1.1 with a few important bug fixes. The app quickly moved from “Waiting for Review” to “In Review”, and stayed in that status for 6 full days, with no activity or feedback. I submitted an expedited review request and contacted support. They replied that the review “started on June 12,” although App Store Connect shows In Review since June 10. Based on advice from other developers, I assumed the app was stuck due to a rare issue. So, on June 16, I removed the submission and resubmitted the exact same version 1.1 — hoping this would reset the process. Unfortunately, the app then stayed in “Waiting for Review” for more than 48 hours. I wasn’t planning to cancel again, but I discovered a critical gameplay bug that had to be fixed. On June 18, I submitted a new build as version 1.2. It’s currently in “Waiting for Review”. ❓My questions: Is there anything I might be doing wrong that’s causing these delays? Could I be missing some required metadata or review notes? Or is this normal behavior for new developer accounts? I’d really appreciate any guidance — I just want to ensure I’m not overlooking something important. Thanks in advance! App ID: 6746811958

Dear App Store Review Team, I am writing to express my concern regarding the lack of response concerning the review of my application, which has been under review since June 2nd with no updates or further communication. This delay is negatively impacting my business negotiations, as my clients already have access to the Android version and are now waiting for the iOS version. My professional credibility is being affected, as I cannot provide them with a clear response or estimated availability date. I have made a significant investment in developing this iPhone version, purchasing the required hardware, licenses, and tools, trusting that I would receive professional and fair treatment from Apple. I kindly request an update on the status of the review and a prompt resolution, as this situation is causing me considerable harm. Sincerely,

Dear Apple Review, I submitted my app for review on June 11th, and it has remained in “Waiting for Review” status for the past 8 days without any updates or communication. As this is my first app submission, I was expecting the review process to follow the usual 24–48 hour timeframe, as publicly stated. I’ve noticed that other apps are being reviewed and even updated multiple times in the meantime, which makes this prolonged delay particularly concerning. I would greatly appreciate it if you could look into the status of my submission and provide any updates or guidance regarding the next steps. Thank you for your time and support. Best regards,

We are preparing to submit a new app that shares some functionality and with an app we have previously distributed on the App Store. The Codebase will be different (the existing one was developped using React JS and the Second one usinf SWIFT). While the new app includes updated features, a redesigned interface, and is intended for a different user audience, we would like to confirm in advance whether submitting it as a separate app (with a new Bundle ID) is acceptable under current App Store Review Guidelines. In particular, we would appreciate clarification regarding Guideline 4.3 (Spam), to ensure that the submission will not be considered a duplicate or unnecessarily repetitive version of our existing app. Could you please advise on this matter?

Hi everyone, We're working on a fitness and wellness app that offers subscription-based content like workout videos, nutrition plans, and personal coaching. We've read the updated documentation on the External Link Account Entitlement (ELAE), which allows certain apps to include a link to an external website for account management and payments. However, based on what Apple describes as eligible “reader apps” (video streaming, books, audio, etc.), it's unclear whether fitness apps can apply for and use this entitlement. Our questions: Can a fitness app use the External Link Account Entitlement to link out to a web-based subscription page? If not currently supported, is there any plan to expand this to other categories like health & fitness? We are fully compliant with App Store IAP rules today, but we're exploring all legitimate options as we aim to provide a smooth and transparent experience across platforms (iOS, Android, and web). Any insights from the community or Apple team would be appreciated! Thanks, Onur Hazar

I haven't much published new apps to AppStore for a period. But as I have built myself a MacOS app and have used it over a year, so I decided to hire professional designed that maybe there will be others that would like to use it as it was unique tool for professionals. But after a flustrating week with AppSTore Reviewers, seems that I'm paying each year for a service that has no value to anyone. AppStore Reviewrs never read or ignored my messages; Even I had uploded several corrected builds (and obviously changed that build in AppStore Connect, they have ignored it and are still testing the first version uploaded; Even I have provided the webpage, which decsribes app features and how to use those, they have never visited that page and as I later created Youtube video showing show I use it, that video was never playd. Complaining to App Review Board has no effect anymore. They just ignore complaints. At least during my last iOS app submissions, Reviewer constantly comlianed that "Like" button is unresponsive, even I have explained that you can't Like your own posts, especially before those are published. Then Revew Board intervened and I finally got my app published. But this situation now seems to be absurd? Why we are paying this "Developers Fee" to get insulted by Apple Corporation?

Hi Team We are planning to create a new iOS App for all the countries, listed on Apple Store and wants to encrypt data using AES-256. We checked that we need to fill a declaration form for the same. We are in the process of completing the Crypto declaration form and noticed that there is a mandatory filed requiring the SIRET number, which we understand applied to companies incorporated in France. As an our entity incorporated in India, we are registered with the Ministry of Corporate Affairs and identified by our Corporate Identification Number (CIN) . Since the SIRET number is not applicable to non French companies, we would appreciate your guidance on how best to proceed with this section of the form. Thank you in advance for your assistance and we look forward for your response.

Hi everyone, I’m reaching out because I’m really struggling to understand what’s happening with my app’s review status. My app was successfully approved and published with: Version 1.0 on May 12, 2025 Then updated to 1.1 on May 18, 2025 Everything was going smoothly — users were engaging, and within the last 20 days alone, in-app purchases totaled $2,100. However, when I submitted a new summer update (with fresh features and an in-app event), both: Version 1.2 and Version 2.1 ...were rejected under guideline 4.3(A) – Spam. This is incredibly confusing because: My app has a completely original design and functionality It provides distinctive value and content There is real user activity and sales I tried everything — submitted explanations, requested a manual review, even scheduled a Webex meeting with Apple. But the meeting was vague, and I still haven't received any concrete details on what exactly violates 4.3(A). Everything just refers back to "not complying with Apple's guidelines" without specifying how. 🆘 App ID: 6744330283 Has anyone faced something similar? Does anyone have insight on how to move forward or how to escalate this issue for a proper manual review? Any advice or help would be greatly appreciated. Thanks in advance, Bao Duy

Hello, please someone help me this outrageous i worked so hard on this game for many months and payed apple developer fee to get my app Rejected for being spam which is completely FALSE my app genre is endless runner which is very popular and have a lot of apps but my story is original my music is composed by a professional musician specifically for my game, the UI designed by ME, yes my control mechanics is the same as many apps—this is expected due to genre standards, not duplication. The presence of similar controls codes does not automatically make a game spam. If this logic applied broadly, many top games on the App Store would be at risk of the same guideline violation, Yes i did use some free to use commercially Unity assets (which is entirely permitted under Apple’s policy), i have customized and integrated them meaningfully into the game, so how is this spam?

So game I created a racing game with open world , all content was made by me from scratch , I understand the appstore was flooded by racing games like mine , but if u compare , test and etc it has been much better , when I started to develop this game , I think about quallity and good experience for users because I've seen what a trash games on the appstore , with screenshots from gta 5 and the game by itself is really just an asset , I aldo bought an asset , but I modified amd added an half of things in this car physics asset , more than half of this asset modified , I'm worked on this game about 4 years , I have big plans for this to update and work more to give to users a console like physics and experience , right now I tried to add some features to my game and adding online mode , the main idea of The game was an open world racing game like forza horizon , with similar car physics , tuning system , and in feature updates with online races , rankings and etc , so what to do right now idk , just to add this online , I've spend 4 years for nothing guys ?)

We submitted our app for review on June 10, and it entered the "In Review" status on June 12. As of today (June 17), we have not received any further updates or feedback. Our customers are eagerly awaiting the release, and we’re becoming increasingly concerned about the delay. We would greatly appreciate it if someone could take a look or let us know if any additional steps are required on our part.