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.

Apple platforms make it easy to distribute your app to a variety of compatible devices, so it’s important to maximize your app experience on each platform you support. Here are some tips from App Review to help you understand how device compatibility impacts your app’s distribution — and how to make sure your apps shine on every platform they’re on. Understand device compatibility There are many ways an app built for one Apple device can run on other Apple devices: Apps designed for iPhone can run on iPad devices in compatibility mode if there are no dependencies on iPhone device capabilities. Compatible iPhone and iPad apps can run unmodified on Macs with Apple Silicon. Compatible iPhone and iPad apps can run unmodified on Apple Vision Pro. Xcode provides options to configure settings for apps on multiple platforms. You can specify which platforms your app’s target supports in the Supported Destination field. However, it’s important to note: People may still be able to run your app on a device even if you remove it or don't include it as a Supported Destination in Xcode. For example, as long as an app designed for iPhone doesn’t depend on a capability that’s only available on iPhone, it can be downloaded from the App Store onto iPad. Adding or removing iPad as a Supported Destination in Xcode won’t change that app’s availability on iPad. To view examples of cases where it's appropriate to restrict availability, see Restrict device distribution below. Follow compatibility best practices 1. Plan and test for compatibility modes so your app works on every device where it can be downloaded. Do: Use Xcode simulators to verify basic functionality across different device types. Leverage TestFlight with external testers who have access to a wide range of Apple devices. Don't: Don’t submit for review without testing your app’s behavior in compatibility modes. Don’t assume removing a supported destination in Xcode prevents distribution to that device type. 2. Build adaptive interfaces that work across device variations. Do: Build interfaces that respond to different screen sizes and orientations. Adapt features based on available hardware, providing alternatives for a consistent experience. Don't: Don’t design rigid interfaces that assume only one type of device or input method. Don’t let your app crash or become unusable when optional hardware is unavailable. Restrict device distribution Wherever possible, it’s best to make your app available on multiple platforms to increase its reach and provide people with a consistent experience across devices. But there are cases where it does makes sense to restrict an app’s availability. For example: iPhone apps that rely on iPhone-specific hardware won’t function as expected on iPad. Use the UIRequiredDeviceCapabilities key in the information property list file to specify hardware dependencies. Note: Apps should only use the UIRequiredDeviceCapabilities key for genuine hardware dependencies, not to indicate distribution preferences. Navigation- or camera-based apps are not well suited for visionOS. Learn more about managing availability of iPhone and iPad apps on Apple Vision Pro. Apps that rely heavily on touch inputs that can’t be replicated on a keyboard are not well suited for macOS. Learn more about restricting distribution to Apple Silicon devices. Learn more about how to configure multiplatform apps in Xcode. Support If you need more assistance, explore these support options: 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 through Meet with Apple. Appointments are available during local business hours on Tuesdays and Thursdays. If you believe your app follows the App Review Guidelines, consider submitting an appeal to the App Review Board.

Dear Sir/Madam, our app, ID 6737797012, currently has a serious issue in the version 2.0.9 on the App Store, which causes users to lose hardware connection information during use, making it unusable. We have urgently fixed this issue and submitted it,version 2.1.0 for review on Apr 23. We have also made corrections based on the review's guidance regarding data collection and usage and have resubmitted the latest version 2.1.2 for review on Apr 25. The current status is still under review. Please help expedite the process. Appreciate your kindly help! Thank you very much. Best Regards,

Hi everyone, I'm hoping someone here has experienced something similar or can offer some guidance, as I'm running out of ideas: I've been an Apple Developer for about 7 months. This is my first app submission. I submitted it on March 24, 2026, and it has been sitting at "Waiting for Review" ever since. 32 days now with no movement. What I've already checked and confirmed: All agreements, tax, and banking information are fully completed in App Store Connect No issues visible in the App Store Connect DSA trader verification has been approved (I'm based in EU) I contacted Developer Support and they confirmed they can see my submission and that it is indeed "Waiting for Review" since March 24th An expedited review request was submitted and accepted by the support team, who told me the review should begin "shortly" - that was several weeks ago Additional context: During the 7 months I've been a developer, none of my TestFlight external review requests ever went through either, which makes me wonder if there is something on the account level causing holds I have not made any changes to the binary since submitting, to protect my position in the queue There are no rejection notices, no metadata issues, and no communication from the review team I understand new developer accounts take longer and I've been patient, but 32 days with an accepted expedited request and still no movement feels beyond normal variance. I'm genuinely unsure if there is something silently blocking my account that I'm not aware of. Has anyone experienced this, particularly as a new developer? Any advice on further escalation would be really appreciated. Thank you

Hi everyone, I'm hoping someone here has experienced something similar or can offer some guidance, as I'm running out of ideas. I've been an Apple Developer for about 7 months. This is my first app submission, I submitted it on March 24, 2026, and it has been sitting at "Waiting for Review" ever since. 32 days now with no movement. What I've already checked and confirmed: All agreements, tax, and banking information are fully completed in App Store Connect No issues visible in the AppStore Connect DSA trader verification has been approved (I'm based in EU) I contacted Developer Support and they confirmed they can see my submission and that it is indeed "Waiting for Review" since March 24th An expedited review request was submitted and accepted by the support team, who told me the review should begin "shortly" - that was several weeks ago Additional context: During the 7 months I've been a developer, none of my TestFlight external review requests ever went through either, which makes me wonder if there is something on the account level causing holds I have not made any changes to the binary since submitting, to protect my position in the queue There are no rejection notices, no metadata issues, and no communication from the review team I understand new developer accounts take longer and I've been patient, but 32 days with an accepted expedited request and still no movement feels beyond normal variance. I'm genuinely unsure if there is something silently blocking my account that I'm not aware of. Has anyone experienced this, particularly as a new developer? Any advice on further escalation would be really appreciated. Thank you

Hello, I would like to check the status of my app, as it has been stuck in review for a while (ID: 6746933136). Thank you

Our application（Apple ID：6743150642） has been stuck in the Waiting for Review status for more than 7 days. We submitted an expedited review request 22 hours ago, but have not yet received a response. We are currently under significant time pressure, as our company’s app is required to launch before the Labor Day holiday. We have recently submitted a new version (1.2.0) and provided the institutional account as requested by the review team. We sincerely hope the expedited review request can help facilitate the process and move the review forward as soon as possible. Thank you for your attention and assistance.

Our application （Apple ID：6743150642）has been stuck in the Waiting for Review status for more than 7 days. We submitted an expedited review request 22 hours ago, but have not yet received a response. We are currently under significant time pressure, as our company’s app is required to launch before the Labor Day holiday. We have recently submitted a new version (1.2.0) and provided the institutional account as requested by the review team. We sincerely hope the expedited review request can help facilitate the process and move the review forward as soon as possible. Thank you for your attention and assistance.

Hello All, Working on the last thing to get our app approved for the AppStore & I’m stuck. we keep getting a rejection because in the testing on Apple‘s side, they see “The subscription is unavailable in the current storefront.” The rejection does not provide enough technical clarification to solve it. Anyone know how to address this? Thanks, Nick (

Is anyone have issues with builds not appearing under the Build section in itunesconnect?I've successfully submitted multiple builds, but the builds do not appear in itunesconnect. I know that it's in the system because when I try to upload a build with the same version and build number, it errors out saying the version has already been uploaded.

Hi, App ID 6756673679 has been approved in prior cycles relatively quickly. The current review cycle began on April 17, and entered "In Review" as quickly as prior submissions. After working through Resolution Center on some items, we spoke with Apple Developer Support on Wednesday (case 102875923017), who applied an expedited flag and advised us to resubmit. It's now been ~27 hours since it was expedited, and ~6 days since the submission cycle began. Would someone from App Review be able to take a look and confirm whether there is any specific blocker or provide any update on expected timing? Thank you.

Hi everyone, I’d like to update the language information of my app on the App Store. At the moment, the app is shown as available only in English, but I would like to add Italian (or other languages). Could someone explain the exact steps to do this in App Store Connect? Where can I add or edit supported languages? Is this done in the app metadata or does it depend on the localizations included in the build? Do I need to submit a new version of the app for this change? Thanks in advance!

Our app PrepAiro: Crack UPSC IAS 2026 (Account: 6741750813) has been caught in a rejection/resubmission loop since April 12, now over 10 days. Timeline: April 12: First rejection received Cycles 1–6: Each rejection addressed per reviewer feedback, resubmitted promptly April 18: Status moved to "Waiting for Review" , no movement since We submitted an expedited review request through Apple Support due to the urgency. This release contains critical bug fixes actively impacting users, but there has been no response or update. We understand review timelines can vary, but 6 full cycles over 10 days with no resolution, and a 6-day stall after the last submission, is unusual. Each resubmission addressed the specific feedback provided, yet the cycle continues. Has anyone experienced similar extended holds recently? And is there any additional channel or escalation path beyond the expedited review request to get clarity on what's causing this? Any guidance from Apple or fellow developers would be appreciated.

Case no: 102870409704 If 90% of apps are reviewed within 24 hours, why is my app taking over 2 weeks and still not in the review process? As I submitted my app on April 6th, the review time is very long though

We've a game that the first version has published 45 days again with a quick review and direct approve. After that initial version, we've made some big updates and additions as well as some bug fixes to get ready to officially publish our game, and market it. However, with my first update, it waited in the review queue for 2 weeks, which I then cancelled, make some bug fixes, and sent to review again since I heard that this can fix the process sometimes. Even after that, we've been waiting for 3 weeks and still no updates. I've also applied for Expedited Review since this is getting urgent after waiting more than a month. I hope someone from Apple Support team will see this and help me with the issue.

Hi, I am very frustrated with having my app repeatedly rejected for issues I can't fix because they don't exist. So I'm trying to publish this app that offers some consumable iAP that is used to unlock a pairing app on a 3rd party platform. Originally the app did not have an account system, it was rejected by Apple on the grounds that the user may want to restore previously unlocked paired apps. We added a an optional(as the reviewer suggested) sign in with Apple support if the user wants to secure their unlocked installations. Then we got rejected for forcing account creation, data collection and no ability to delete the account. Forcing account creation is false but maybe the reviewer was confused therefore we put explicit explanation under the sign in with Apple button noting that this is optional, reduced the required profile details to 0 for sign in with Apple and added very simple account deletion UI that is displayed on the same screen where the user sign in with Apple. And yet we get another rejection about forcing the users to create account to be able to do iAP(factually false) and that we don't have account deletion feature(again factually false). How to handle that? I have no idea how to fix issues that don't exist. I also run out of space for explaining the reviewer how things work in the app and this is an extremely simple app that does have exactly 2 views, one to scan the devices to connect and one to do playback on those devices and purchase the full version of the app to remove limits on playback.

Hello, Our app has been stuck in "In Review" for 7 days, after being approved. The iOS version was approved on April 9th and the macOS version was approved on April 12th. Since then, both versions show "In Review" and there has been no status changes or messages in App Store Connect. • April 8 ---> Waiting for Review • April 9 ---> In Review (Approved) • ... • April 16 ---> In Review We contacted Apple a week ago (case ids 102865508515 and 102865870578) but there was no response. We also talked to Apple Support, they told us the issue has been escalated to the technical team. There are also leaderboards that were archived before these last versions and they are still showing in the Games App and Game Center. Possibly because of this same issue, we suspect. At this point we don't know what the issue is, how long until these very important updates will go live, or when we can push other updates. App ID: 1611398578 Thanks.

Hi, My app (Team ID: H4DH43B9X7), despite the requested expedited review, has been stuck in “Waiting for Review” since Thursday. This occurred after the app had already been approved multiple times and then received an incorrect rejection referring to “gender,” whereas the app actually requests biological sex, clearly described in the UI as required for metabolic calculations (BMR/TDEE), which are core to its functionality. Since this is causing us financial problems, I would greatly appreciate an update on its review status as soon as possible.

Hi everyone, I'm reaching out to see if anyone else is experiencing unusually long review times, and hoping for some guidance from Apple staff who monitor these forums. My situation: I submitted KongFu Mahjong (3.0 for iOS, 1.0 for macOS) for review on February 11, 2026 — now 72 days ago. After requesting an expedited review, I received confirmation on March 2 that it was approved for the expedite queue. I followed up again on March 23 by both email and phone. Each time I was told to keep waiting. As of today, April 24, there has been no review, no rejection, and no feedback of any kind. The app simply sits in "In Review" status with complete silence. I spoke with Apple Developer Support by phone, and they confirmed this is not specific to my app — they acknowledged a long backlog. But 53 days in an expedited queue with zero communication feels like something may have fallen through the cracks. What I've tried: Expedited review request (approved March 2) Follow-up email and phone call (March 23) Follow-up email (April 24) My questions: Is anyone else seeing multi-month review times in early 2026? Is there a way to verify that a submission hasn't been lost or stuck in a system error? 3. Is there a more effective escalation path beyond Developer Support and the Resolution Center? I want to be clear — I'm not asking to skip the line. I just want to know my app is actually in a queue and hasn't been forgotten. I have several other apps ready to submit and this experience is making it very difficult to plan. Any advice or shared experiences would be appreciated.

Hi, I previously posted about this but didn't provide specifics so decide to try this again: https://aninterestingwebsite.com/forums/thread/824212 The app is called Kino Controller, it is a client for the Kino app that runs on Smart TVs and allows users to upload videos to their TVs both to store(on the TVs internal storage and the USB storage they may attach to their TVs) and watch those videos(it has decent video player). In short, it turns their TVs into media servers. I personally use it to store videos that I film but I don't want to keep on my phone because of the disk usage. This is the app in question and you can give it a try with its macOS client that I published directly: https://appwared.com/apps/kino Now, I want to get the macOS and the iOS clients into the App Store and because I don't want to collect/sell user data and display advertisement I want to offer in-app Purchases that removes the free usage limit that is 10 videos stored in the TV at a time. I already offer this from the TV app and I want to offer the same option through the macOS and iOS apps, with having this on the client app that controls the TV app it's just better UX and I'm happy to bring business to Apple as well. However after multiple rejections from and fulfillments of the reviewers I have come to a point where I don't know how to proceed because the reviewers are rejecting the app about a features that We have already implemented. There are two things in particular, both under "Guideline 5.1.1(v) - Legal - Data Collection and Storage". We noticed that the app requires users to register with personal information to purchase and track In-App Purchase products that are not account based. Apps cannot require user registration prior to allowing access to app content and features that are not associated specifically to the user. User registration that requires the sharing of personal information must be optional or tied to account-specific functionality. The app supports account creation but does not include an option to initiate account deletion. Apps that support account creation must also offer account deletion to give users more control of the data they've shared while using an app.Follow these requirements when updating an app to support account deletion: Only offering to temporarily deactivate or disable an account is insufficient. If users need to visit a website to finish deleting their account, include a link directly to the website page where they can complete the process. Apps may include confirmation steps to prevent users from accidentally deleting their account. However, only apps in highly-regulated industries may require users to use customer service resources, such as making a phone call or sending an email, to complete account deletion. Now, we introduced the registration feature after the reviewers demanded having this in the 2. or 3. rejection or something like that. Initially we went with the "default" scope of the profile but on the latest build we change that to absolute minimum data collection, so in the server we don't receive any personal data about the user. Just some alphanumeric ids so we can associate the stored purchases with a signed in user. Also, using the sign-in with Apple is %100 optional, no feature or iAP require the user be signed in, it is solely to store unlocked TV devices so we can re-unlock those if the user resets the TV etc. I replied to the message clarifying this and also put it in the reviewer notes but for some reason the reviewer keeps believing that it's otherwise Then the reviewer keeps believing that we do not have account deletion feature. This is also factually false, the delete account button is right next to sign out button and both of those are one the same View where the sign in with Apple button is. Also, the app has exactly two screens: One to list the detected TVs and one to upload/play videos to the connected TV. When the app is launched, the TV list screen is displayed and that's where the sign in with Apple button as well as the delete account buttons are. I simply don't understand how it is possible that the reviewer is missing out this. It is a super simple app. This is the TVs screen with sign in with Apple button with clearly indicating that it is optional and what is it for. This is the same screen after sign in with Apple completed. The delete account button is right there This is what user sees after tapping delete account. Once they tap the "Delete", the account is deleted from our servers and the user is signed out. And this is a sample of the data we store when a user signs in with Apple: It is immediately deleted if the user deletes the account. What are we doing wrong here, how to fix this? Thank you

I've submitted my Digital Service Act a month adn a half ago, but it is currently stuck in the "In Review" state. Because of this pending status, my app has been removed from the European storefronts, specifically Germany. i have customers waiting and it really hurts my business, what can i do? I tried to write to the developer support but received answer only onces that they cannot see any DSA cases where in reality there is and i cannot resubmit it or do anything otherwise waiting. If the support here or anyone can help it would be the best news for me, Thank you for that matter.

Hi All, I’m trying to get my app approved that performs a few standard, well-established medical calculations including dosing. It was rejected for 1.4.2 Safety - Physical Harm. I’m confused because I can see dozens of published apps from developers and private companies that perform dose calculations and don’t appear to meet the 1.4.2 standard. Does anyone know what these developers might be doing differently that they are able to gain approval for their apps? Replying to the message in App Connect just got me what looks like a boilerplate answer. I want to be in compliance but it frustrating that I can’t get specifics on how to gain approval.