App Store Deployment: The Main Reasons Your Application Might Be Rejected
Introduction
With nearly 255 billion downloads worldwide in 2022, mobile applications have become an essential growth driver for businesses. To effectively reach users, publishing on app stores is a crucial step. However, nearly 40% of the applications submitted to Apple are rejected on the first attempt.
In most cases, these rejections are not arbitrary. They reflect non-compliance with the Apple App Store Review Guidelines, which are designed to ensure a smooth, secure, and high-quality experience for iOS users. Below is an overview of the main reasons for rejection, along with practical recommendations on how to avoid them.
Presence of bugs in the application
Apple does not allow the publication of unstable applications. Bugs, crashes, or unexpected behaviors are among the most common reasons for rejection. It is essential to thoroughly test the application on multiple iOS versions and different device types before submission. Apple explicitly recommends ensuring that the app “works as intended” in its testing documentation.
Broken or non-functional links
All links embedded in the application must be active and up to date. This includes:
A link to a support page containing valid contact information
A link to a compliant privacy policy, accessible directly from within the app
The absence or inaccessibility of these links is a recurring reason for rejection.
Non-compliant access to user data
Any request to access personal data (photos, location, microphone, etc.) must be justified both within the app interface and in the Info.plist file. Apple requires developers to include a key with a clear and specific description of how each permission will be used. More details can be found on Apple’s dedicated user privacy page.
Non-compliant presentation screenshots
The screenshots displayed on the App Store page must:
Comply with the required format for each device type
Accurately represent the app’s actual features
Give users a clear preview of what to expect
Misleading, blurry, or uninformative visuals are common causes of rejection.
Lack of information for testing
Apple must be able to test all features of the application. If the app requires a user account, it is essential to provide a demo username and password in App Store Connect. If specific hardware is required, Apple may also request a demonstration video. More details are available in the App Submission Guidelines.
User interface not compliant with Apple standards
UX/UI is a key criterion for Apple. The application must follow the design principles outlined in the Human Interface Guidelines. An interface that is unintuitive, cluttered, or inconsistent can lead to rejection—even if the app functions correctly from a technical standpoint.
Application considered as web content
Apple rejects applications that merely embed a simple WebView or a collection of links. An app must provide a native, smooth, and enriched user experience — going beyond a simple mirror of a website.
Apps that are too similar from the same developer
Guideline 4.3 specifies that Apple rejects attempts at duplication: submitting multiple applications that are very similar in functionality or interface is considered a form of “spamming.” Each app submitted must provide distinct added value.
Non-compliant app description
The description displayed on the App Store listing must accurately match what the application actually offers. A description that is too vague, misleading, or makes exaggerated promises is grounds for rejection.
Non-compliant payment system
Purchases of digital goods or services (subscriptions, premium content, advanced features) must go through Apple’s In-App Purchase system, as specified in its payment policy. Using an external system (such as Stripe or PayPal) for these types of transactions is prohibited.
However, for the sale of physical goods or services (meal delivery, hotel bookings, physical products), you must use a third-party payment gateway such as wallee.
Insufficient moderation of user-generated content
If your application allows users to publish content (text, images, videos), it must include:
A reporting system
The ability to block problematic content and users
These requirements are outlined in section 1.2 of the App Store Guidelines.
Conclusion
Submitting an application to the App Store is a technically demanding process. Apple ensures that every app complies with a strict set of criteria—covering design, privacy, and functional compliance. This is why it’s essential to anticipate these requirements from the very beginning of the development phase.
At Applicium, we handle every step of this process, guaranteeing a high level of quality and compliance. If you have a mobile app project, our team is here to help you navigate the App Store submission process with confidence and success.