App Store review: the guidelines behind most rejections, and how to pass them

Why do so many apps fail guideline 2.1?

Guideline 2.1 expects final versions: complete metadata, working URLs, no placeholder text or empty websites, and testing on a device for bugs and stability. If the app has a login, 'include demo account info (and turn on your back-end service!)'. Where legal or security obligations prevent a demo account, a built-in demo mode is allowed with Apple's prior approval. Apple rejects incomplete bundles and binaries that crash or show obvious technical problems.

Apple's App Review page adds the practical side: put every detail reviewers need in the App Review Information section of App Store Connect, including a valid demo account and any special configuration, and be ready to provide a demo video or hardware if a feature needs an environment that is hard to reproduce. It reports that 'over 40% of unresolved issues are related to guideline 2.1'.

What does guideline 5.1.1 require for privacy and account deletion?

Every app needs a privacy policy link in App Store Connect and inside the app. The policy must say what data the app collects, how and for what; confirm that third parties it shares data with, including SDKs, give equal protection; and explain retention and deletion and how a user can revoke consent or ask for deletion (5.1.1(i)).

Under 5.1.1(v), 'if your app supports account creation, you must also offer account deletion within the app', and an app without significant account-based features should work without a login. Apple's support page adds that you must offer to delete the entire account record with its personal data (deactivation alone is insufficient), make the option easy to find, link straight to the right web page if deletion finishes on a website, and not require a phone call or email unless the app is in a highly regulated industry. Apps with Sign in with Apple should revoke user tokens through its REST API.

When must an app use in-app purchase, and when must it not?

Guideline 3.1.1: 'If you want to unlock features or functionality within your app, (by way of example: subscriptions, in-game currencies, game levels, access to premium content, or unlocking a full version), you must use in-app purchase.' Licence keys, QR codes and similar unlocking mechanisms are not allowed.

Guideline 3.1.3(e) points the other way for the real world: 'If your app enables people to purchase physical goods or services that will be consumed outside of the app, you must use purchase methods other than in-app purchase to collect those payments, such as Apple Pay or traditional credit card entry.' A delivery, a ride or an in-person training session is paid through your own payment provider.

What makes Apple decide an app is not 'app-like' enough?

Guideline 4.2 asks for 'features, content, and UI that elevate it beyond a repackaged website'. Apps should not be mainly marketing material, adverts, web clippings, content aggregators or a collection of links (4.2.2), should work without installing another app, and must disclose and ask before downloading large extra resources on first launch (4.2.3). Guideline 4.3 rejects spam, such as separate bundle IDs for the same app in every city.

In 2025's Transparency Report, the Design section, which includes copycat apps, minimum functionality and spam, accounted for 415,532 rejections.

Does a social login force a second sign-in option?

Usually. Under guideline 4.8, an app that uses a third-party or social login (Google Sign-In, Facebook Login and so on) for the user's primary account must also offer an equivalent login service that limits data collection to name and email, lets users keep their email private and does not collect app interactions for advertising without consent. It is not required if the app uses only its own account system, is an education, enterprise or business app using an existing organisation account, uses a government or industry-backed electronic ID, or is a client for a specific third-party service.

What do Apple's 2025 numbers show?

Apple reviewed 9,100,620 submissions in 2025 and rejected 2,093,244. By guideline section: Performance 1,354,418, Legal 495,673, Design 415,532, Business 283,820, Safety 151,159 and other 4,145. A submission can be rejected under more than one guideline, and an app may be submitted several times before approval.

What can you do after a rejection?

Fix and resubmit, describing new features specifically in the Notes for Review (guideline 2.3.1(a) says generic descriptions will be rejected). If you believe the reviewer misunderstood the app or treated you unfairly, you can appeal to the App Review Board: give specific reasons the app complies, file one appeal per rejected submission, and answer any requests for information before appealing.