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.

Hello everyone, I’m facing an issue with my app "FindUWay" (iOS), and I’m trying to understand if this is related to EU Digital Services Act (DSA) compliance. Current situation: App is approved and published on the App Store All agreements, tax forms (including W-8BEN), and banking info are completed and active App is set to be available in 175 countries, including Malta Issue: The app is NOT available in Malta and shows "App Not Available" on multiple iPhones and Apple IDs. Important detail: In App Store Connect, the only pending item is: Digital Services Act (DSA) compliance → Status: "In Review" since April 5th What I’ve observed: The app works and appears normally in some regions In Malta (EU), it does not open or install properly This seems to affect multiple devices (including iPhone 17 Pro Max) Questions: Is DSA compliance review blocking app availability in EU countries? Is it expected for the app to be unavailable while DSA is still "In Review"? Is there anything else I need to configure or submit? Has anyone experienced delays with DSA review recently? This is impacting my app launch, so any help or insight would be greatly appreciated. Thank you!

Hello everyone, I am looking for some advice or shared experiences regarding a prolonged App Review Board appeal process. I submitted my app earlier this month. On March 3rd, it was rejected under guideline 4.3(b) Spam. On the exact same day (March 3rd), I submitted a detailed appeal to the App Review Board. In my appeal, I provided clear documentation and explanations to prove that the app is not a generic template. I specifically highlighted our proprietary algorithm that calculates a unique total daily energy percentage for users, which distinctly separates it from standard, saturated apps in the market. The issue: It has now been 23 days since I submitted the appeal, and I have not received any response from the Board. My main concern is the lack of visibility. Since appeals to the Board do not appear in the Resolution Center UI, I have no way of knowing if my ticket is actually actively open, in a queue, or if it has been lost due to a system glitch. I recently tried reaching out to general support to verify the ticket's status, but I only received an automated generic response stating that if I have already appealed, I should just wait. My questions for the community: Has anyone else experienced wait times exceeding 3 weeks for a 4.3(b) appeal recently? Is there any workaround to simply verify that an internal appeal ticket is genuinely open and hasn't fallen through the cracks? Any insights or advice on how to proceed would be greatly appreciated. Thank you!

I had an app rejected for a reason I thought was incorrect. I replied with an explanation and resubmitted, but it was rejected again, so I clicked the link to appeal that went to the link below where I submitted a detailed appeal.https://developer.apple.com/contact/app-store/?topic=appealI did not receive any email confirmation or response from the appeal and can find now way to track the status of the appeal. However, I do now see in iTunes Connect that the app no loger displays the red bar at the top that used to say "There are one or more issues with the following platform(s):1 unresolved iOS issue". Does this mean the appeal was accepted? Is there a way to track the status of an appeal?

Hello Apple Developer commuinty! We have been developing a VPN client app with unique protocol for quite a while, and now it have come to publishing it in App Store/Google play. I know that publishing a VPN service requires organization(which i cant register because of my life situation), that why i have choosen to make a client. User is NOT necessarily required to use official hosting, theres an option of importing external key. App itself, doesnt contain any hardcoded server credentials and such, but it does have option to get free config from website by click. For some reason, my app review have not gone well. Apple have claimed my app have violated Guidelines 4.3(a) and 5.4. In all of my respect for App Review Team, but claim on Guideline 4.3(a) - Spam is completely ridiculous! App was completely written from the ground, not only including protocol, but the design itself. The "MONOGON" style, is unique application style which no other app on app store have seen(featuring dotted ASCII style, with blooms and contrast colors). In a million years, i would never guess what they have seen "identical to other apps on app store". Claim on Guideline 5.4 though, is a lot more reasonable, yet still not exactly correct. My app is mainly a client, not a service. The main function of it - bringing secure d1mension protocol to live on iOS and iPadOS platforms. The first setup, has both link to get official config(completely free without login, similar to AmneziaWG app), or to import own config. The code secures and encrypts packets such a way, that no external server could listen/decrypt it except for the original user destination, which makes it completely secure for the user. The main goal of DrochVPN app, is to bring users freedom in how they connect, to which server they connect. Any sort of help with publishing our app would be greatly appreciated, and we are ready to introduce changes, if they are required. App review identificator: 2f59adfb-ec49-4431-91c0-8e9b1984ad2e

Hi, A few of my apps will be able to sync with iCloud. So I do realize that we're not allowed to mention any Apple-related names in our app descriptions. Looking for ideas on how to state that the app works with iCloud without saying "iCloud." Thanks, Dan Uff

ID 6758008521, Dear App Review Team, I submitted my app review and it got rejected for inaccurate screenshot. I have revised the app screenshot and also resubmitted. But it has been 8 days and no response. We look forward to completing the review, thank you.

app id is 6759403692 i have been waiting to be approved my app for two months. I mailed and called several times but no response. please someone help me.

Hi, My app is waiting for review since Saturday at 5:42 PM, so is TestFlight. It has been rejected a couple of times, and errors were fixed with each update. Is this normal?

Hello, Our application has been stuck in the "In Review" status for 17 days now, and we are looking for guidance on whether this is a known technical stall or an extended policy audit. The Issue: The app moved from "Waiting for Review" to "In Review" on March 25th. Since then, there has been no change in status and no messages in the Resolution Center. App ID: 6753868146 Thanks

The review team started to demand me to make a video of my app: We still need a demo video that shows a physical Apple device and the designated hardware pairing together and interacting during the use of the app. Provide a demo video that shows: The current version of the app in use on a physical Apple device, not on a simulator The initial pairing process between the app and the designated hardware The entire app workflow with the designated hardware Film the demo video to show both the designated hardware and the app running on a physical Apple device. The app is an extremely simple 1-button utility that starts a workout and broadcasts heart rate over Bluetooth. I believe it's way too much. It's a complicated task to film Apple Watch on my hand while also managing hardware (My Mac Book) and somehow operating camera simultaneously. I wonder if I can submit an appeal or replace that reviewer somehow.

App ID: 6761302938 I've provided the DSA compliance, but it is stuck in the "In review" state. I tried to contact Apple Development Support but mail is never responded and three calls yesterday took over an hour each, without talking to anybody. Today, both mail and call support seems blocked "responseId": "8ec9XXXX056", "resultCode": 1200, "resultString": "You are not allowed to perform this operation. Please check with one of your Team Admins, or, if you need further assistance, please contact Apple Developer Program Support. https://developer.apple.com/support", "userString": "You are not allowed to perform this operation. Please check with one of your Team Admins, or, if you need further assistance, please contact Apple Developer Program Support. https://developer.apple.com/support", "creationTimestamp": "2026-04-14T09:29:12Z", "userLocale": "en_US", "requestUrl": "https://developer.apple.com/services-contact/solution/execute", "httpCode": 200 } Please please Apple development team: fix this issue, respond to emails and most important: approve the DSA compliance.

Hi everyone, I’m currently experiencing unusually long review waiting times and wanted to ask if others see the same behavior this week. My situation: • App Store update has been in “Waiting for Review” significantly longer than usual • A newly submitted build also seems stuck • TestFlight processing is slower than I normally see • Expedited review request and contact attempts didn’t change the status so far What confuses me is that I still see other apps receiving updates, so I’m unsure whether this is a broader review delay or something submission-specific. I’m not trying to escalate anything — just looking to understand if this is currently affecting more developers. Would really appreciate hearing about your recent experiences. Thanks and good luck to everyone waiting 🙂

I am writing to share my frustration regarding the app review process for my application. My current submission has been stuck in "Waiting for Review" for nearly 7 weeks, starting from February 5th. Although I have attempted to cancel and resubmit periodically, there were significant gaps of 10 and 21 days between submissions where no action was taken. Currently, I am stuck again. The situation is critical for the following reasons: Critical Bug: The update includes a necessary fix for an In-App Purchase bug that is preventing users from accessing paid features. No Communication: I have sent four inquiries regarding this delay. I received only one generic response asking me to wait, and my subsequent follow-ups have been completely ignored. Expedited Review Request: My requests for an Expedited Review have also gone unanswered. Apple’s standard review time is typically 24-48 hours, but my experience is far from that. I am not asking for special treatment; I am asking for basic transparency regarding why my app has been stalled for nearly two months. Could anyone from the review team please look into this or provide an explanation? This prolonged silence is causing significant issues for my service and its users. Apple ID: 6752595582 First Submission Date: Feb 5th

Hello Apple Developer Community and App Review Team, I'm writing to seek guidance regarding my app Lookify: AI Virtual Try-On (App ID: 6757718224), which has been caught in an ongoing review cycle since February 15, 2026 — nearly two months ago. Submission History: Date Version Status Feb 15 iOS 1.1.0 Removed Feb 19 iOS 1.1.0 Removed Feb 21 iOS 1.1.0 Removed Apr 3 (2:21 AM) iOS 1.1.0 Removed Apr 3 (1:17 PM) iOS 1.1.0 Removed Apr 6 (current) iOS 1.1.0 Waiting for Review Each submission was either self-removed after extended waiting periods with no reviewer feedback, or removed to address potential issues — only to re-enter the queue with the same outcome. The current submission has now been in "Waiting for Review" status since April 6 with no activity, no messages, and no indication of progress. What I've done to comply: Updated the Privacy Policy to be fully GDPR and KVKK compliant Provided clear demo account credentials and usage instructions for the AI try-on feature Ensured all metadata, screenshots, and descriptions accurately reflect the app's functionality Reviewed Apple's App Review Guidelines thoroughly before each resubmission I understand that AI-powered apps — especially those involving visual try-on technology — may require closer scrutiny, and I fully respect that process. I'm not asking to bypass any review step. I simply ask for transparency: if there is an issue with the app, a rejection with specific feedback would allow me to address it immediately. This app represents months of development work. As a small independent developer, prolonged uncertainty without communication makes it very difficult to plan or improve. My request: Could anyone from the App Review team or community provide insight into: Whether there is an active flag or concern on this submission What the expected timeline might be for accounts with this submission history Whether an Expedited Review would be appropriate given this timeline I have also submitted a contact request through the official App Review contact form. I am fully committed to making any necessary changes — I just need to know what they are. Thank you sincerely for your time and assistance. Mustafa Bilgiç Developer, PlayTools

Apple review usually takes a couple hours or even 2 days or less to review my submissions but it’s taking them 4 days to review it I submitted on a Wednesday. should I re-submit?

Hello, The issues we previously identified still need your attention. If you have any questions, we are here to help. Reply to this message in App Store Connect and let us know. Review Environment Submission ID: f14dec0a-1269-438e-b483-6d806b3d17bf Review date: April 13, 2026 Review Device: iPhone 17 Pro Max Version reviewed: 1.0 Guideline 4.3(a) - Design - Spam Issue Description We noticed the app shares a similar binary, metadata, and/or concept as other apps you already submitted to the App Store, with only minor differences. Submitting similar or repackaged apps is a form of spam that creates clutter and makes it difficult for users to discover new apps. Next Steps Since we do not accept spam apps on the App Store, we encourage you to review the app concept and submit a unique app with distinct content and functionality. Resources Some factors that contribute to a spam rejection may include: Submitting an app with the same source code or assets as other apps already submitted to the App Store Creating and submitting multiple similar apps using a repackaged app template Purchasing an app template with problematic code from a third party Submitting several similar apps across multiple accounts Learn more about our requirements to prevent spam in guideline 4.3. Support Reply to this message in your preferred language if you need assistance. If you need additional support, use the Contact Us module. Consult with fellow developers and Apple engineers on the Apple Developer Forums. Provide feedback on this message and your review experience by completing a short survey. I am not able to get through this. Can someone help?

We recently ran into an issue where our submission was rejected due to references to an API that we are not using but that was present in the code. Guideline 2.5.1 - Performance - Software Requirements Issue Description The app uses the Clinical Health Records API but the app does not appear to include any primary features that require the Clinical Health Records API. Next Steps To resolve this issue, please remove the Clinical Health Records API from the app, as well as any references to this app’s interactivity with Clinical Health Records from the app or its metadata. And as it turns out, we actually did have references to that API that we had missed and did have to remove them. Usually, I would recommend to just resubmit the new build and see if it gets accepted, then hold it until the powers that be approve it for publication. For this client, though, their QA team forces us into more of a waterfall-ish approach, where we are not allowed to submit production builds ahead of time (i.e. until after all manual testing has concluded, test evidence has been filed and the required documents have been updated and approved). And if after resubmission we find something else that needs to be fixed, we get to restart the process all over again. That's ... slower. We do have a workaround in place where we submit a development build for review and check whether that would get accepted, then retract that version and submit the production build once we are allowed to. But that means more work for Apple (the App has to be reviewed twice) and more risk for us (if the submission team accidentally publishes a development build, the consequences would be severe). Is there a tool that allows us to check for guideline violations without having to submit a build to the App Store Connect? I'm not looking for a "yes, this will get approved" kind of guarantee, just a "well, the review team may find something else to question / reject, but as far as automated checks go, this looks ready for submission".

Hello everyone, My app (ID: 6756186616) was submitted on Mar 15, 2026, and has been stuck in "Waiting for Review" status for over 17 days. I contacted Developer Support (case #20000111565861) and received confirmation that it's proceeding normally, but no update since. On average, Apple reviews 90 percent of apps within 24 hours. However, there might be cases that need more review time, but mine exceeds two week. Any recent experiences with long queues? Thanks!

Hello, I would like to request an escalation regarding my app review status. My app (Apple ID: 6758756966) was submitted for review on February 24 and has been in “Waiting for Review” status for an extended period, with no progress so far. I have contacted Apple Developer Support multiple times (Case IDs: 102840237455, 102840079647, 102846664998, 102841727941) starting from March 9, but unfortunately, I have not received any response to any of these requests. I have also submitted three expedited review requests, but none of them have been acknowledged. Could you please: • confirm whether the submission is still active in the queue • check if there are any issues preventing it from moving forward • and assist in escalating the review if possible If any additional information is required from my side, I am ready to provide it immediately. Thank you very much for your time and support.

I submitted an app rejection appeal on March 7 and there has been no update of any kind for over 30 days. I’m posting here to reach the support team and to see if there’s a way to follow up with the process. Thank you for your help.