In brief
App completeness was the leading rejection reason in Apple’s list reported in November 2016, at 21%. Developers should thoroughly test their apps, provide complete review information, describe functionality accurately and ensure their apps offer useful, lasting value.
Before developers develop an application, it is essential to understand Apple’s technical, content and design guidelines for app review. This can greatly reduce the likelihood of rejection during app review.
Recently, Apple published a dedicated page listing the top ten reasons apps are rejected during review. Around 67% of developerswere rejected for these ten reasons, with app completeness being the leading reason for rejection.
Apple listed the top ten reasons for app rejection as follows:
21% Performance: App Completeness
16% More Information Needed
8% Performance: Accurate Metadata
4% Design: Copycats
3% Performance: Software Requirements
3% Business: In-App Purchase
3% Design
3% Performance: Accurate Metadata
3% Performance: Accurate Metadata
3% Legal: Data Collection and Storage
Apple also listed other reasons for rejection during review.
Submit your app for review once development is complete and you are ready to release it. Before submitting it, make sure you have thoroughly tested the application on devices and fixed all bugs.
Broken links
All links in your app must work. All applicationsmust include a link to user support with up-to-date contact information. If you provide a link for an auto-renewing or free subscription, or if your app belongs to the Kids category, you must also provide a link to your privacy policy.
Placeholder content
Complete all images and text before submitting your app for review. Apps that are still under development or contain placeholder content are not ready for distribution and cannot pass review.
Missing information
Enter all required details in the App Review Information section of iTunes Connect. If any features require registration, provide a valid demo account username and password. If special configuration is required, list the details. If a feature requires an environment that is difficult to reproduce or specific hardware, be prepared to provide a demo video or the hardware. Also, make sure your account information is complete and up to date.
Inaccurate descriptions
Your app’s description and screenshots should clearly and accurately convey its functionality. This helps users understand your application and contributes to a positive user experience.
Misleading users
Your application must work as advertised and must not give users a misleading impression of what it does. Any promised features and functionality must actually be delivered to users.
Substandard UI
Apple places a high value on clean, polished and user-friendly interfaces. Developers need to plan their designs carefully and follow Apple’s design guidelines and UI Design Dos and Don’ts to ensure their UI meets the requirements.
Advertising
When you submit an app for review, Apple asks whether your application uses the Advertising Identifier (IDFA) for advertising. If you state that your app uses IDFA but it has no advertising functionality or does not display ads correctly, it may be rejected. Make sure you test your app on iOS devices to verify that ads display correctly. Similarly, if you state that your app does not use IDFA when it actually does, your app will be assigned the “Invalid Binary” status.
Web clippings, content aggregators or collections of links
Your app should be engaging and useful, and make full use of features unique to iOS. iOS applications that contain websites or web content not formatted for iOS offer limited web interaction, making it difficult to deliver a high-quality application.
Repeated submissions of similar apps
Submitting several essentially similar apps slows down the review process and risks rejection. Consider your approach carefully and combine several applications into one to speed up review and improve the experience for future users.
Insufficient lasting value
If your application does not offer substantial functionality or content, or serves only a small niche market, it may not pass review. Before creating an app, look at other apps in the same category in the App Store and consider how you could provide a better user experience.
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