®Before an app reaches users, Apple and Google review it against their store rules. App Store and Google Play approval is usually straightforward for a well-prepared app, but a rejection can delay a launch, a marketing campaign or an important fix. Most rejections come from the same handful of problems, and nearly all of them can be avoided with some planning.
How app review works
Apple's App Store reviews every new app and every update before release. Reviewers check the app against Apple's App Review Guidelines, which cover safety, performance, business models, design and legal requirements. If something is wrong, the reviewer sends a message explaining which guideline applies, and you can fix the issue, reply or appeal.
Google Play also reviews new apps and updates, using a mix of automated checks and human review. Its rules are set out in the Developer Program Policies. New developer accounts may face extra requirements before a first public release, such as testing with a group of users for a period of time. Google's process and timing can vary by account and app type.
Both stores update their rules regularly, so the safest habit is to read the current guidelines before each major release rather than relying on what worked last year.
Common reasons apps are rejected
These are the issues that come up most often across both stores.
- Crashes and obvious bugs. If the app crashes or a main feature does not work during review, it will be rejected.
- Broken or missing login for reviewers. If parts of the app need an account, reviewers need working test credentials or a demo mode.
- Incomplete apps. Placeholder text, empty screens, "coming soon" sections or test content suggest the app is not finished.
- Misleading store listing. Screenshots, descriptions or titles that promise features the app does not have.
- Privacy problems. A missing or unclear privacy policy, data collected without explanation, or privacy details in the store that do not match what the app actually does.
- Unnecessary permissions. Asking for location, contacts, camera or other sensitive access without a clear reason inside the app.
- Payment rule issues. Selling digital content or subscriptions in a way that does not follow each store's in-app purchase rules.
- Account deletion. Apps that let users create an account generally need to let them delete it as well.
- Copying or minimal functionality. Apps that are little more than a website wrapper, duplicate another app or offer very limited value.
- Intellectual property. Using brand names, logos or content you do not have rights to.
Apple and Google compared
| Area | App Store | Google Play |
|---|---|---|
| What is reviewed | Every new app and update | New apps and updates, with automated and human checks |
| Main rulebook | App Review Guidelines | Developer Program Policies |
| Privacy disclosure | Privacy details shown on the listing | Data safety section on the listing |
| Feedback on rejection | Message citing the relevant guideline | Policy notice by email and in Play Console |
| Appeal route | Reply in App Store Connect or appeal | Appeal through Play Console |
| Testing before release | TestFlight for beta testing | Internal, closed and open testing tracks |
How to prepare before you submit
Good preparation is mostly routine work done before the submit button.
- Test on real devices. Check the app on older and newer phones, slow networks and fresh installs, not only on the developer's own device.
- Remove anything unfinished. Hide features that are not ready instead of showing placeholders.
- Write clear review notes. Explain how to reach key features, provide a test account and describe anything that needs special hardware or a location.
- Match your privacy details to reality. List every type of data the app and its third-party libraries collect, and make sure the privacy policy says the same thing.
- Explain every permission. Ask for access only when the user reaches the feature that needs it, with a short message saying why.
- Check payment flows. Confirm that digital purchases use the store's billing system where the rules require it.
- Review your store listing. Make sure screenshots come from the current version and the description is accurate.
- Use beta testing. TestFlight and Google Play testing tracks catch problems before a reviewer does.
Your listing also affects how the app is found after approval. Our app store optimisation guide covers titles, screenshots and keywords.
If your app is rejected
A rejection is normal and usually fixable. Read the message carefully and identify the exact guideline or policy mentioned. Fix the issue properly rather than hiding it, then resubmit with a short note explaining what changed. If you believe the reviewer misunderstood the app, reply politely with clear steps or a screen recording. Keep the tone factual. Both stores offer an appeal route if you still disagree.
Keep a simple record of every rejection and its fix. Over time this becomes a release checklist for your team.
Frequently asked questions
How long does app review take?
It varies. Many reviews finish within a few days, but timing depends on the store, the type of app, the time of year and whether the account is new. Plan launches with some buffer.
Do updates need to be reviewed too?
Yes. Both stores review updates, and an update can be rejected even if earlier versions were approved, especially when rules have changed.
Can a rejection affect my developer account?
A normal rejection does not. Repeated or serious policy violations, such as deceptive behaviour or malware, can lead to removal of apps or suspension of the account.
If you want an app that is built and submitted with store review in mind, our mobile app development team handles testing, store listings and submission for Android and iOS.