- Crashes and Bugs (40% of rejections): Test your app on real devices, not just simulators. Use tools like TestFlight to catch issues before submission. Provide demo accounts and videos for complex setups.
- Privacy Violations: Include a working privacy policy link. Use clear purpose strings for permissions and ensure third-party tools comply with Apple’s rules.
- Performance Problems: Optimize battery usage, background processes, and resource consumption. Test under different conditions like slow networks or older devices.
- Metadata Errors: Ensure app names, descriptions, screenshots, and pricing are accurate and complete. Include demo credentials in the review notes.
- Design Issues: Follow Apple’s Human Interface Guidelines. Avoid submitting simple web wrappers. Test layouts on all supported devices.
Quick Tip: Tools like Adalo simplify compliance with Apple’s guidelines by managing certificates, provisioning profiles, and purpose strings, helping you avoid common pitfalls. Fix these areas before submission to save time and get your app approved faster.
Top 5 Causes of App Store Rejections and Prevention Strategies
Apple Rejected My App: Avoid These 5 Mistakes
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1. Fix Crashes and Bugs Before Submission
Did you know that over 40% of app rejections stem from Guideline 2.1 – Performance: App Completeness? This means a significant number of apps are turned down because they simply don’t work as expected during Apple’s review process. The good news? Most of these issues can be avoided with thorough testing before submission.
Always test on physical devices - not just simulators. Apple’s review team evaluates apps on actual hardware to replicate real-world conditions. Greg Bradley from the App Store Review team puts it plainly: "We review all apps on physical devices, not on a simulator, to mirror actual, real-world conditions". So, make sure to test your app across various device types, from older models like the iPhone SE (with a home button) to the latest iPhone 14 Pro Max (with Dynamic Island), and on different iOS versions to catch compatibility issues.
Leverage TestFlight to uncover bugs across multiple devices and OS versions before releasing your app. TestFlight offers a pre-release environment that closely mirrors the App Store experience. For instance, in 2020, developer Josh Holtz encountered a 35-day delay for his app, ConnectKit, because the reviewer couldn’t test the App Store Connect API authentication. Holtz resolved the issue by creating a specific API key for reviewers and providing two demo videos - one showing how to generate the key and another demonstrating its use in the app. As he explains, "If it doesn't crash on TestFlight, it most likely won't crash for your reviewer". Make sure to test your final release build in TestFlight, as it can behave differently from development builds.
Beyond device testing, implement strong error handling to prevent unexpected crashes during the review process. Use Xcode’s debugging tools to spot memory leaks and API misuse, and run stress tests to simulate potential failures. For apps that require login credentials, provide a demo account with pre-filled data. If your app has a complex setup, include demo videos in your review notes to clearly explain how everything works. These steps can make all the difference in ensuring your app gets approved without unnecessary delays.
2. Meet Privacy and Data Requirements
Privacy concerns are one of the main reasons Apple rejects apps. In 2024 alone, Apple reviewed about 7.77 million app submissions and turned down roughly 25% of them, with many rejections tied to privacy violations. The good news? Most of these issues can be avoided by carefully following Apple's guidelines.
Start by including a functional privacy policy link in both App Store Connect and your app. This policy should clearly explain what data your app collects, how it’s used, shared, stored, and deleted. Also, make sure your app doesn’t collect any data until the user explicitly grants permission through the iOS prompt. Double-check that your privacy policy URL works and is accessible before submitting your app.
When requesting permissions, use precise purpose strings in the Info.plist file. For example, instead of something vague, write something like: "This app uses your camera to scan QR codes for event check-ins." Apple’s Guideline 5.1.1 emphasizes this point:
"One or more purpose strings in the app do not sufficiently explain the use of protected resources. Purpose strings must clearly and completely describe the app's use of data and, in most cases, provide an example of how the data will be used".
Reviewers often reject apps with generic or unclear purpose strings, so specificity is key.
Additionally, audit any third-party components your app uses - such as SDKs, analytics tools, or ad services - to ensure they align with Apple’s privacy rules. These components must match the data practices you’ve disclosed in your privacy policy.
If your app allows users to create accounts, you’re required to include a feature that lets them delete their accounts directly within the app. This isn’t optional; it’s a must-have for passing Apple’s review process.
3. Improve Performance and Battery Efficiency
Apps that drain the battery, overheat devices, or put unnecessary strain on system resources are at serious risk of rejection under Apple’s Guideline 2.4.2. As Apple puts it:
"Apps should not rapidly drain battery, generate excessive heat, or put unnecessary strain on device resources."
To avoid these pitfalls, thorough mobile app testing on real devices is non-negotiable. Beyond basic testing, advanced optimization ensures your app runs smoothly. Test across multiple iPhone models and iOS versions to catch potential performance issues early.
Streamline Background Processes
Apple limits background activity to specific services like VoIP, audio playback, location updates, task completion, and local notifications. Make sure your app complies - unrelated background tasks, like cryptocurrency mining, are strictly prohibited. Instead, batch data syncs and server requests, and use lower-accuracy location tracking when high precision isn’t required. These adjustments can significantly reduce resource usage.
Tools to Identify Bottlenecks
Take advantage of Xcode's Time Profiler and UI Automation tools to uncover issues like memory leaks, infinite loops, or excessive write cycles. Shifting heavy processing tasks to background threads and using lazy loading for data can help keep your app’s interface responsive and improve overall load times.
Test Under Real-World Conditions
Simulate scenarios like 3G networks, slow Wi-Fi, or even airplane mode to ensure your app handles network challenges gracefully. Implement global error handlers to provide user-friendly error messages instead of letting the app crash. Since over 40% of unresolved App Store problems stem from crashes and technical issues, investing in robust performance testing is critical to securing approval.
4. Provide Complete and Accurate Metadata
When reviewers first encounter your app, they rely heavily on its metadata. Any inaccuracies or incomplete details can lead to rejection. Beyond avoiding rejection, optimizing your metadata is one of the best ways to increase your app store rankings and visibility. In fact, over 40% of unresolved App Store issues stem from placeholder content or missing metadata. To put things into perspective, in 2024 alone, Apple rejected nearly 1.93 million app submissions out of 7.77 million - roughly one in four apps didn't make the cut.
To avoid such pitfalls, ensure that every piece of metadata aligns with Apple's strict requirements. For example, app names and subtitles are capped at 30 characters. Avoid stuffing keywords, mentioning pricing, or using subjective terms like "best" or "amazing." Your app description should focus on current features - don’t include "coming soon" updates or comparisons with other platforms. Screenshots must showcase the app's interface on the specific device type (like iPhones or iPads); generic mockups or splash screens won’t cut it.
For apps with complex functionality, the Review Notes section is your chance to guide reviewers. Provide demo credentials and clear instructions. A great example of this comes from developer Josh Holtz, whose app ConnectKit faced a 35-day review delay in 2020. The issue? Reviewers struggled with the app's public/private key authentication. Holtz resolved this by submitting two demo videos explaining the key generation and usage process. Ilya Kataev from AppFollow emphasizes the importance of this step:
"If the reviewer has to ask 'Why isn't this working?' - you've already lost. Handhold them through the journey like it's a live demo."
Here’s a quick guide to key metadata fields and common mistakes to avoid:
| Metadata Field | Requirement | Avoid |
|---|---|---|
| App Name | Max 30 characters | Using words like "free", "best", or mentioning pricing |
| Keywords | Max 100 characters total | Repeating the app name or including competitor names |
| Screenshots | Device-specific sizes | Using marketing mockups instead of real app interfaces |
| Review Notes | Include demo credentials | Failing to provide working login details |
| Support URL | Must be functional | Broken links or missing contact information |
5. Follow Apple's Design and Interface Guidelines
Fixing crashes, addressing privacy concerns, and refining metadata are crucial steps, but your app's design is just as important when it comes to meeting Apple's standards. Apple's Human Interface Guidelines (HIG) serve as a roadmap for creating apps that align with their expectations. A poorly designed or overly complicated user interface is one of the top reasons apps get rejected. In fact, nearly 88% of App Store rejections stem from common, avoidable issues tied to design flaws. To improve your chances of approval, focus on crafting a design that’s both intuitive and compliant with Apple's guidelines.
One common pitfall is submitting "web wrappers" - apps that are essentially just websites encased in an app shell. These violate Guideline 4.2 (Minimum Functionality) and are often rejected outright. To avoid this, your app needs to deliver a native iOS experience that goes beyond basic web browsing. Leveraging native frameworks like UIKit or SwiftUI ensures that your app’s buttons, spacing, and interactions align with the platform’s standards. Reviewers are quick to reject apps with unclear or inconsistent designs.
Additionally, make sure your app is optimized for all supported Apple devices. This means creating adaptive layouts that work seamlessly across iPhones, iPads, and even Apple Watch. Using Auto Layout allows you to build interfaces that adjust dynamically to different screen sizes. Test your app on real devices to spot and fix issues like misaligned elements or cropped text before submission.
Finally, take extra care with your app's screenshots. These need to accurately reflect the current version of your app and maintain consistency with its design. As Ilia Kukharev from AppFollow advises:
"Don't upload screenshots or previews that don't match the actual UI... we've seen apps delayed by days just for an old button that was renamed in the latest build." – Ilia Kukharev, AppFollow
Conclusion
Getting your app approved by Apple doesn’t have to feel like a guessing game. The five key issues - crashes and bugs, privacy requirements, performance problems, metadata accuracy, and design compliance - are the most common reasons apps get rejected. In fact, nearly one in four apps faces rejection until these problems are addressed.
To make the submission process smoother, tackle these potential pitfalls beforehand: test your app on real devices using TestFlight, provide a clear and accurate privacy policy, verify that backend services are live and functional, and double-check your metadata for accuracy. Adhering to Apple's Human Interface Guidelines can also significantly improve your chances.
Adalo's app store publishing workflows are designed to take the headache out of meeting these requirements. The platform automates tricky steps like managing certificates, provisioning profiles, and bundle IDs - tasks that often trip up developers. Its iOS Export Settings include dedicated fields for mandatory "purpose strings" (such as Camera, Location, and Photo Library access), which can help you avoid rejections under Apple's Guideline 5.1.1. Plus, Adalo integrates with TestFlight, letting you push builds directly for beta testing. This means you can identify and fix issues in an environment similar to Apple’s review process before your final submission.
"Adalo handles the complex App Store submission process, so you can focus on your app's features and user experience instead of wrestling with certificates, provisioning profiles, and store guidelines." - Adalo
Using Adalo's tools not only helps reduce delays but also ensures consistency across platforms. Thanks to its single-codebase architecture, any updates you make in the visual editor are instantly reflected on iOS, Android, and web platforms. This approach can cut down on design-related rejections and speed up resubmissions if changes are required. With proper preparation and the right tools, you can turn what might take months into a process that takes just days or weeks.
FAQs
What steps can I take to ensure my app complies with Apple's privacy guidelines?
To align with Apple's privacy guidelines, it's crucial to be upfront about your app's data collection practices. Clearly explain how you gather, store, and use user data. Make sure to obtain explicit user consent before tracking any activity, and disclose any third-party SDKs integrated into your app, including their data handling policies.
Apple's privacy labels require accurate and transparent details about your app's data usage. Providing this information not only helps you avoid potential rejection during the review process but also strengthens trust with your users.
What performance issues commonly cause app rejections?
Performance problems often lead to app rejections, especially when they affect stability, responsiveness, and overall user experience. For example, apps prone to crashing, freezing, or lagging during normal use are at high risk of being turned down. Similarly, features that don’t work as intended - like broken navigation links or buttons that don’t respond - can also result in rejection.
Another factor is how well the app performs across different devices and operating system versions. Slow loading times, network-related glitches, or poor management of limited device resources can all hurt your chances during the review process. To steer clear of these pitfalls, make sure your app is stable, responsive, and thoroughly optimized to handle a variety of conditions before submitting it.
How does Adalo simplify submitting apps to app stores?
Adalo simplifies the app submission process by providing clear, step-by-step instructions to guide you through preparing, testing, and submitting your app to app stores. It also offers helpful tools, such as asset checklists and testing tips, to reduce mistakes and improve the likelihood of approval.
With Adalo, you can manage everything - from building your app to publishing it - all in one place. This not only saves time but also makes the entire process more straightforward, no matter your level of experience as a developer.
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