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.

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 🙂

Dear Sirs My app with ID 6758008521 is waiting for review since February, I'm concerned about the delay. Could you please provide an update on the review process.

I have been in the process of submitting an app and continue to get hit with guideline 5.6 as an error. Alongside the error the review team has attatched this screenshot of my paywall. I would love to get some advice on what is causing this issue and how I can fix it. **Below is the screenshot: ** Decline Message Guideline 5.6 - Developer Code of Conduct Issue Description The app attempts to manipulate customers into making unwanted In-App Purchases. Next Steps Revise the app to comply with these requirements. Once the app is fully compliant, resubmit the app for review. Resources Learn more about Developer Code of Conduct requirements in guideline 5.6. Thanks in advance for the review / advice.

Hello Apple Developer Community, I’m seeking advice regarding a prolonged App Store review that is currently impacting our business. Our app was submitted more than two months ago, and the review process has not progressed since then. During this time, we sent two support emails to Apple Developer Support requesting assistance. We did receive one response stating that the app was “in review”, but unfortunately the message did not provide any useful details, timeline, or further guidance, and there has been no additional update since then. This delay is now blocking our business launch, as the mobile application is a critical component of our product release. Without App Store approval, we cannot proceed with launching our service to customers. Summary of the situation: Submission date: More than 2 months ago Current status: Pending Support requests sent: 2 emails to Apple Developer Support Responses received: 1 reply saying the app was “in review,” but no meaningful information Impact: Blocking our planned business launch We understand that review times can vary, but waiting this long without meaningful feedback or communication has become very challenging for our team. If anyone has experienced a similar situation or knows: How to escalate a long-pending review Alternative ways to contact the App Review team Whether there are currently unusual delays in the review process Any guidance would be greatly appreciated. Thank you for your time and support.

Hello, The app from my friends Emmanuel henry is waiting for review since 2 month. All the business section is ok and we ask for a quick review because it's a major update. Can you please help me ? The app bundle is com.applicatjo.priomessage I want to tell you his team id but i'm a admin of his account and i don't find the team id from my app store connect account

Hi everyone, We recently submitted our first B2B iOS app and had a quick question about expected review timing. The application is intended for registered wholesale clients of a food distribution company and the launch is coordinated with the rollout of our ordering platform for customers. Since the launch communication with clients is already scheduled, we wanted to confirm whether there is anything missing in the submission that could delay the review. If anyone from the App Review team can take a quick look or confirm the submission is complete, we would greatly appreciate it. App ID: 6759172913 Thank you!

Hi, My app wich shipping ID is e18f049f-bff9-4993-97b4-742c6ba63d0e is waiting for review since last month. if there is any place that I can submit a ticket or ask more properly please let me know. best, David Silva

I am writing regarding a significant delay in the review process for my apps: Day Check: Day Counter, FastTask, Cookie Fortune, and LexiCrash. My submission for Day Check (v1.0) has been 'Pending Review' since February 9th. I provided the requested information in the Resolution Center over a month ago, but I have received no follow-up, and the red alert remains active. This is now causing a bottleneck for my entire developer account. Could you please verify if my response was received or if further action is required on my part to move these apps forward? References: Day Check: 6758218778 LexiCrash: 6758558703 FastTask: 6759599830 Cookie Fortune: 6758163442 Most concerningly, even simple updates for my existing apps, such as Cookie Fortune, have been completely ignored and have not been reviewed or accepted for over a month

I have app update that’s been waiting for review since 4th February. I’ve raised a case, posted to the case a few times, been told twice by support that I ‘haven’t been forgotten’ and yet nothing changes and no useful communication. It’s an update to an existing published app. I have other apps waiting for review and TestFlight approval for almost as long. Now approaching 10% of my year’s developer subscription has already been spent just waiting. What‘s the answer here? I am reticent to reject and resubmit As there’s no evidence that that would make any difference. None of the app updates I’ve submitted for other apps after this one have been reviewed either.

We've been waiting since the 5th of February with zero movement, and nothing to suggest anything is likely to change. Phone support, who I've reached out to twice, has no oversight or influence, and I waited over 2 weeks for an 'automated' reply to my support request email. I'm not sure what to do... Every day that passes is momentum/money/time/enthusiasm lost. It's affecting our launch momentum and cross-platform availability for users who are expecting the iOS version to be live alongside Android, which is extremely stressful and upsetting! We would be extremely grateful if the review could be expedited so we can support our users on both platforms. If someone could tell me what, if anything, I can do to speed this up - I'd be most grateful.

Hi, I have paid my Apple developer fees and what I understand is I will have my apps reviewed and feedback given in a reasonable amount of time. However, its been more than 2 weeks, 2 expedited review requests and 2 support requests that have been ignored. Is this a common experience. They said most apps get reviewed with 2-3 days. If they don't provide any feedback, how do we proceed? I have marketing pipeline ready to launch and I can't plan the timeline with this behaviour.

My app has been stuck in the "In Review" state for over 20 days now (submitted in mid-February). It is now March, and I have had zero movement. What I’ve checked: Resolution Center: Empty. No pending questions or requests. Account Status: Active and in good standing. This delay is severely impacting our launch timeline. Is anyone else experiencing a similar "Black Hole" right now, or is it just me? If you managed to get yours unstuck, what did you do? Any advice from Apple staff or fellow devs would be greatly appreciated.

Hi all, Like others my app submission has been stuck in “waiting for review” for weeks. I know initial app reviews take longer than updates, but this has been delayed far too long and makes me concerned about repeating the process in the future. I submitted this app for review back on Feb 10. It was initially rejected for a minor issue, which I resolved and resubmitted the same day. After that, the build remained in “Waiting for Review” for about two weeks with no further communication. At that point I canceled the submission and resubmitted the build, thinking it may have been stuck in the queue (I now know not to do this next time). Unfortunately the new submission has also been waiting for review for another 9 days now with no messages or updates. I’ve contacted app review support as well (case ID- 102826632729). I understand review times can vary, but delays like this make it difficult for developers to plan launches or push updates when the review process is the only path to distributing apps. As paying members of the Apple Developer Program, we rely heavily on this pipeline functioning reliably. Hoping this post will reach someone from Apple who can help move the process along. If any other devs have suggestions/tips that have worked for them, please share so others in this position can become unblocked. Thanks in advance.

Really, for how long will apps continue to get stuck in the 'review queue'? This is demoralizing and bad for organizations and developers behind these projects. Our app has been stuck in the 'waiting for review' zone for over 3 weeks+ now, and despite several emails, nothing has been done. No feedback whatsoever. Are we going to get a reply? Is this just an Apple thing, like work culture?

Hi, My app wich ID is 6749690414 is waiting for review since Feb 10, is this normal? We have few critical changes to be sent and our business has come to stand still. I'm not trying to bother anyone here, just need to make sure that all is fine and the app will be "reviewed" sooner or later! if there is any place that I can submit a ticket or ask more properly please let me know. Kindest regards Vinesh

does anyone know why app store is doing this? all screenshots have uploaded. i’ve signed out and back in, deleted all screenshots and reuploaded, allowed it all night, and now i’ve cancelled the submission. yet when i try again it still says the same thing. it worked before, but there was something they said i should remove from the screenshots, and since i removed it i’ve been stuck here.

Alright, so I'm gonna send an email out to Eddy, Matt and Susan. If anyone wants to be copied, paste your email address here. This is just beyond belief. It is unfortunate we have to let Apple leadership know this service is broken and most probably call out people (sadly). This sort of delay is severely severed my relationship with customers and users. I plan to send the email out over the week-end

Hello everyone, Our application has been pending review since February 23rd. There's been no progress, and I'm not getting any concrete answers. My projects have suffered serious delays and inconvenience. What's going on at Apple? I've never waited this long before. Is there an explanation? Thank you for your help.

Hello App Review team and iOS developer community, I submitted an updated version of my app on App Store Connect on February 5, 2026, and it entered the review process on February 7, 2026. However, I do not understand why, as of today (March 8, 2026), its status is still "In Review." I have already contacted Developer Support on February 27, 2026 but have only received the following automated reply: “Thanks for submitting your support request. We’ve received your support request and will get back to you as soon as possible.” More than a month has passed, and I still haven’t received any official follow-up or updates from Apple regarding this issue My case ID : 102831527320 Apple ID : 1628986976 I would greatly appreciate your help in reviewing and approving this update as soon as possible, as the delay is affecting many users. Thank you for your support.

Hello everyone, I am reaching out to the community and hopefully Apple representatives because I am currently facing a significant delay that has completely halted my first app launch. Here is the timeline of my submission process: February 1st: Initial submission of my first app. February 3rd: Received a rejection with minor requests for improvement. February 8th: I completed all requested changes and resubmitted the app. Status since then: The app has been stuck in "Waiting for Review" for exactly one month. Actions Taken: I submitted an Expedited Review request. I contacted Apple Developer Support twice via written tickets. I had a phone call with the Apple Developer Support team. During the phone call, I was advised not to withdraw and resubmit the app, as this would move me to the end of the queue. They mentioned they would escalate the issue to the review team. However, despite these efforts and the escalation, there has been absolutely no progress or change in status. This delay has put me a full month behind my launch schedule. I have spoken with several other iOS developers who mentioned their apps are typically reviewed within 1–5 days. This discrepancy is very discouraging. I am not looking for a shortcut; I simply want my app to be reviewed. My app is straightforward and does not contain any complex or controversial features that should justify such a long wait. This situation is unfortunately killing my motivation and excitement for development. Specific Questions: Is there anyone else experiencing a similar "limbo" for this long? Can any Apple representative provide clarity on how long this queue actually is or why a simple update is stuck for 30 days? Is there any other way to get a status update beyond the standard "just wait" response? Case ID: 102829479153 I would deeply appreciate any insights from the community or assistance from the Apple team. Thank you for your time.