In brief
App completeness was the leading rejection reason in the list reported in 2016, accounting for 21%. Before submission, developers should test thoroughly, complete content and review information, ensure accurate descriptions and working links, and check UI, advertising and lasting value.
Before developers begin developing an app, it is essential to become familiar with Apple's technical, content and design guidelines for app review. This can significantly reduce the likelihood of an app being rejected.
Recently, Apple published a dedicated page listing the top ten reasons why apps are rejected during review. Approximately 67% of developers were rejected for these ten reasons, with app completeness being the leading reason why developers' apps were rejected.
Apple listed the following top ten reasons for app rejection:
21% Performance: App completeness
16% More information needed
8% Performance: Accurate metadata
4% Design: Copycats
3% Performance: Software requirements
3% Business: In-app purchases
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.
Crashes and bugs
Once you have completed app development and are ready to release your app, submit it for review. Before submitting it, make sure you have thoroughly tested the app on a device and fixed all bugs.
Broken links
All links in an app must work. For all apps, a link to user support with up-to-date contact information is required. 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. Any app that is still under development or contains placeholder content is not yet eligible for distribution and cannot pass review.
Missing information
In iTunes Connect's App Review Information section, enter all required details. If certain features require registration, provide a valid demo account username and password. If a special configuration is needed, explain it in detail. 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
App descriptions and screenshots should clearly and accurately convey what the app does. This helps users understand your app and contributes to a positive user experience.
Misleading users
Your app must work as advertised and must not give users a misleading impression of what it does. If you promise a feature or function, you must actually deliver it to users.
Substandard UI
Apple places a high value on clean, polished and user-friendly interfaces. Developers should 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 will ask whether your app 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, your app may be rejected. Make sure you test the app on an iOS device to verify that it displays ads correctly. Similarly, if you state that your app does not use IDFA but 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 the features unique to iOS. If the websites and web content within an iOS app are not formatted for iOS, limited web interactions make it difficult to deliver a high-quality app.
Submitting multiple similar apps
Submitting several essentially similar apps slows down the review process and carries a risk of rejection. Consider carefully how to combine several apps into one to speed up review and improve the experience for future users.
Insufficient lasting value
If your app 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 its category on the App Store and consider how you could provide a better user experience。
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