What is the App Store Review and why does it matter?

The App Store review process is a mandatory step for publishing any iOS app. Apple checks for compliance with technical, legal, and UX standards. In 2025, the rules are more transparent but also more strictly enforced—especially regarding privacy, UX, and use of system APIs.

How long does the App Store review take in 2025?

• Average time: 24–72h

• Fastest cases: as quick as 2–6h for updates with minimal changes

• Longest cases: 7–14 days for new apps or if certain flags are triggered (e.g., background location access)

Note: New apps undergo a more detailed review than updates.

Most common reasons for app rejection

1. Unclear onboarding or lack of UX context
   Users don’t understand what the app does—there’s no clear purpose or guidance.

2. Incorrect privacy declarations (App Privacy Details)
   A mismatch between what’s described in the App Store listing and what the app actually does.

3. Issues with in-app purchases (In-App Purchase API)
   Attempting to bypass Apple Pay or including links to external payment systems.

4. Improper use of system APIs (e.g., health, camera)
   Asking for permissions without clear UX justification or missing purpose in UI.

5. User-generated content without moderation or reporting
   No filtering or reporting system for UGC (e.g., in chat features).

How to prepare for App Store review

• Read the App Store Review Guidelines 2025 – section by section.

• Make sure your declared features match what the app actually does.

• Add UX context—onboarding, infographics, explanations, alerts.

• Ensure your test builds don’t contain placeholders or dummy data.

• Include “why we need this” messaging for all permission requests (location, mic, etc.).

What to do if your app gets rejected

1. Don’t panic—you’ll receive a reason and have the right to appeal.

2. Respond clearly in App Store Connect—preferably in English.

3. Fix only what’s flagged—don’t introduce unrelated changes.

4. Resubmit with a “What was changed” note included.

Tips from teams who publish regularly

• Test using TestFlight before submitting for review.

• Submit builds in the evening—they often go into review the next morning.

• Avoid submitting on Fridays—weekends can slow down the process.

• Double-check App Store metadata (screenshots, descriptions, ratings).

Summary

App Store Review in 2025 is less of a lottery and more of a process. Apple isn’t looking for ways to block your app—it just expects consistency, UX clarity, and transparency with users. If your app is solid and your documentation is clear, publication can be quick and painless.

FAQ

Can you speed up the review process?
Yes—you can request an “Expedited Review” for valid reasons (e.g., urgent bugfix, press deadline).

Does every update require full review?
No—if core functionality hasn’t changed, the review may be significantly faster.

Can Apple reject apps purely for UX reasons?
Yes—if the interface fails to provide clear context or doesn’t explain what’s happening, it may be grounds for rejection.