App Store review times in 2025: What’s normal?

While Apple doesn’t guarantee review durations, recent data shows:

• Most apps are reviewed within 1–2 business days

• Expedited reviews can still be requested, but require a strong reason

• Rejections can add days—or even weeks—to your launch timeline

Weekend submissions or updates during major Apple events (e.g. WWDC) may take longer.

Factors that influence App Store review time

1. First-time submissions
New developer accounts or first-time apps may undergo more thorough checks.

2. App category
Finance, health, education, and content-based apps are subject to stricter review policies.

3. Use of sensitive APIs
If your app uses location, camera, health data, or third-party login (e.g. Facebook/Google), expect extra scrutiny.

4. Metadata and compliance
Mistakes in descriptions, screenshots, or privacy policies can delay the process—even if the app itself works perfectly.

Common reasons for delays or rejection

• Missing or vague privacy policy

• Incomplete or broken App Review login credentials

• Use of placeholder content in screenshots or the app

• Mentioning non-iOS platforms or unsupported claims in metadata

• Violating in-app purchase rules or using external payment flows

How to speed up your app review

• Double-check App Store Connect metadata before submission

• Provide a demo account (with login/pass) for Apple if your app requires sign-in

• Explain unusual features or user flows in the “Notes for Review” field

• Avoid last-minute updates right before a launch or on weekends

• Use TestFlight to iterate and get early feedback before going live

Summary

In 2025, most apps are reviewed quickly—but your mileage may vary. The key to avoiding delays is compliance, clarity, and testing. If your app gets rejected, don’t panic: Apple provides reasons, and most issues are fixable within 24–48 hours.

FAQ

What’s the fastest way to get approved?
Submit early in the week, avoid risky categories, and follow Apple’s guidelines to the letter. For urgent cases, you can request an expedited review via App Store Connect.

Can updates get delayed too?
Yes. Even small updates go through review, though they’re usually processed faster than first-time submissions—unless new features or permissions are involved.

How can I test before release?
Use TestFlight for internal and external testers. It doesn’t skip review entirely but often moves faster, especially for incremental builds.