1. What is the App Store review process and why does it matter?
Every app submitted to the Apple App Store goes through a mandatory review process. This step ensures your app complies with Apple’s guidelines regarding privacy, performance, content, and user experience.
How is it different from Google Play?
Manual review by Apple staff (not just automated)
Stricter on UX, monetization, and data privacy
Can include additional delays for new developers or policy-sensitive content
In 2025, the review process is smoother - but Apple continues to enforce its standards rigorously, especially regarding user privacy (App Privacy Labels) and app transparency.
2. Average review times and key trends in 2025
Based on current data and developer reports:
📊 Average app review time in 2025:
New apps: ~24–48 hours (working days)
App updates: ~12–24 hours
Expedited reviews: ~4–12 hours (if accepted)
🕒 What affects the review time?
Type of app (e.g., finance, health = longer)
Use of APIs or custom frameworks
Developer account reputation (new vs trusted)
App completeness and testability
3. How to prepare for a smooth and fast review
✓ Follow the latest App Store Review Guidelines
✓ Include clear demo instructions for the reviewer (especially for login-based apps)
✓ Make sure TestFlight builds work and are current
✓ Provide real data or dummy accounts (no placeholders)
✓ Fill in App Privacy details honestly and completely
🔧 Use App Store Connect to monitor submission status and communicate with the review team if needed.
4. Practical scenarios and real-world examples
Example 1 - Simple utility app
➡️ Submitted with full privacy details and tested across devices
✅ Approved in 22 hours
Example 2 - Social media app with login
➡️ Reviewer couldn’t log in; app was rejected due to “incomplete review experience”
⛔ Delay: 3 extra days
Example 3 - Financial app with external payments
➡️ Flagged for violating in-app purchase policy
⛔ Required multiple iterations and policy clarification → 6-day process
5. Common mistakes that delay App Store review
⚠️ Missing demo credentials
✅ Always include test logins in the “App Review Notes” section
⚠️ App crashes or broken features
✅ Use tools like TestFlight, Xcode, and Crashlytics to debug
⚠️ Incomplete metadata or screenshots
✅ Double-check that all device sizes are covered
⚠️ Vague app descriptions or privacy labels
✅ Be clear and precise. Apple may request clarification otherwise.
⚠️ Trying to bypass in-app purchase rules
✅ Digital content must use Apple’s payment system
6. Best practices and pro tips
💡 Test your app on all devices and iOS versions you support
💡 Avoid last-minute submissions on Fridays or holidays
💡 Use expedited review only when absolutely necessary
💡 Keep communication open via App Store Connect
💡 Use standard Apple UI components where possible
💡 Don’t change metadata after submission unless necessary - it can reset the review
7. Summary – how to stay on track with your app launch
In 2025, App Store reviews are faster than ever - but only if your app is complete, stable, and policy-compliant. Average wait times range from 12 to 48 hours, but small mistakes can cause days of delay.
👉 Want your app approved on the first try?
Focus on testing, transparency, and following Apple’s checklist to the letter.
FAQ
How long does App Store review take in 2025?
Typically 24-48 hours for new apps, 12-24 hours for updates.
What’s the fastest way to get approved?
Submit a fully working build, with credentials and clear privacy policies.
Can I request a faster review?
Yes - use the Expedited Review Request form in urgent cases.
What causes delays in App Store review?
Missing info, technical issues, unclear privacy labels, or account trust level.
Do weekends affect review time?
Yes - Apple's review team may not work full hours on weekends or U.S. holidays.
