Common App Store Rejection Reasons

The most common reasons Apple rejects apps are crashes and bugs, incomplete or placeholder content, missing privacy information, apps that are little more than a website in a wrapper, and digital purchases that bypass Apple’s in-app purchase system. Most rejections are avoidable with a checklist before you submit. Google Play rejections more often involve data safety disclosures, permissions and policy compliance.

Apple App Store: the usual reasons

Crashes, bugs and unfinished apps

Reviewers reject apps that crash, show broken links, or contain placeholder text or unfinished features. Test on real devices running the latest iOS version before you submit.

No working demo account

If your app needs a login, give the review team working test credentials and any instructions they need. Reviewers cannot approve what they cannot get into.

Minimum functionality

Apps that simply wrap a website, or offer very little functionality, are rejected. The app has to offer value beyond what your mobile website already does.

Privacy

• A privacy policy link is required, and should be easy to reach from inside the app
• Privacy details must accurately describe the data you collect, including data collected by third-party SDKs
• Permission requests must explain clearly why the app needs access to things like the camera or location
• Apps that let people create an account must also let them delete that account from within the app

In-app purchases

Digital goods and features unlocked inside the app generally have to use Apple’s in-app purchase system. Physical goods and real-world services, such as a delivery or a consultation, can use other payment methods. The rules for linking to outside purchases have changed in some regions, so check the current guidelines for your market.

Misleading metadata

Screenshots, descriptions and keywords must reflect what the app actually does. Mentioning other platforms, using competitors’ names as keywords, or showing features that do not exist all lead to rejection.

Google Play: the usual reasons

• A data safety form that does not match what the app and its SDKs actually collect
• Sensitive permissions, such as background location, SMS or call logs, without a justified core use
• A target API level below the version Google currently requires for new apps and updates
• A missing privacy policy or account deletion option
• Policy issues with ads, user-generated content or impersonation

Pre-submission checklist

1. Tested on real devices, on the latest OS versions, with no crashes
2. No placeholder text, test data or broken links
3. A working demo account and review notes supplied
4. Privacy policy live and linked, with privacy details and the data safety form checked against every SDK
5. Every permission request explains its purpose
6. Account deletion available if accounts can be created
7. Digital purchases use the correct payment system
8. Screenshots and descriptions match the build you are submitting

If you are rejected

Read the rejection message carefully, because it names the specific guideline. Fix the issue, reply to the review message in App Store Connect or the Play Console explaining clearly what changed, and resubmit. If you believe the reviewer misunderstood the app, explain calmly with screenshots or a short video. Appeals are possible when a rejection is genuinely mistaken.

Common questions

How long does review take?

Apple reviews most apps within a day or two. Google Play review for new apps and new developer accounts can take several days. Leave extra time before any launch date you have announced.

Does a rejection hurt future submissions?

No. Fixing an issue and resubmitting is routine. Repeatedly trying to hide policy problems is what causes lasting trouble.

Does the listing affect approval?

Yes. Inaccurate screenshots or keywords can get an otherwise fine app rejected, which is why the listing deserves the same care as the build.

How we help

Store submission is part of our app development work, and our app store optimisation makes sure the listing is accurate as well as effective. For budgeting, see our app development cost guide.