In this post, we'll share tips to help you submit apps that deliver original ideas to your users. When working on your app, focus on creating interesting, unique experiences that aren't already available. Apps that actively try to copy other apps won't pass review, and accounts that repeatedly submit copycat apps or attempt to impersonate a service will be closed. The rules that prevent copycat and impersonator apps from being distributed on the App Store are described in App Review Guideline 4.1: 4.1 Copycats (a) Come up with your own ideas. We know you have them, so make yours come to life. Don’t simply copy the latest popular app on the App Store, or make some minor changes to another app’s name or UI and pass it off as your own. In addition to risking an intellectual property infringement claim, it makes the App Store harder to navigate and just isn’t fair to your fellow developers. (b) Submitting apps which impersonate other apps or services is considered a violation of the Developer Code of Conduct and may result in removal from the Apple Developer Program. These requirements help make the App Store both a safe place for people to discover apps and a platform for all developers to be successful. Best Practices Here are three best practices that will help you submit apps that follow App Review Guideline 4.1: 1. Submit apps with unique content and features. People want apps that provide unique experiences. Find areas that aren't currently being served and build compelling apps for those audiences. Do: Create apps that provide a new experience or a unique spin on an existing concept. Design original, delightful interfaces that elegantly meet your user's needs. Don't: Don’t imitate the features and functionality of other apps. Don’t copy the look and feel of other apps, such as using an identical user interface design. 2. Make sure App Store metadata only contains relevant information and content you either own or have permission to use. The metadata provided in App Store Connect is used to populate your app's product page on the App Store. People rely on this metadata to learn about your app and what it has to offer. Leveraging the popularity of another brand or app, either by including irrelevant references or protected content, is misleading and won't help your app succeed. Do: Use engaging, descriptive language to describe your unique app. Create original content that best represents your app, such as screenshots showing the actual app in use. Don't: Don't use protected material you do not have the necessary permission to use, such as app icons that are similar to icons of a popular app. Don’t include irrelevant references, such as popular app names or trademarked terms, in any metadata fields. 3. Provide information that is authentic and verifiable. People want to know the developers behind their favorite apps are who they say they are. It's important to continually review and provide up-to-date information, including the developer or company name listed on your Apple Developer Program account, the Support URL listed on your app's product page, and other helpful information. This will enable your users to contact you when they need help and it will also hinder people who may try to impersonate you, your app, or your service. Do: Make sure all information, resources, and documentation related to your account and apps are current and accurate. Don't: Don’t provide inaccurate information or resources, such as directing people to outdated support pages. Don’t provide fraudulent documentation. Accounts that submit fraudulent documentation will be removed from the Apple Developer Program. Support Incorporating these best practices into your app's development will help you submit apps that follow App Review Guideline 4.1. If you need additional assistance, consider taking advantage of one of the following support options available from App Review: If your submission has been rejected, reply to the message from App Review in App Store Connect and request clarification. Request an App Review Appointment to discuss the results of our review. Appointments are subject to availability, and take place during local business hours in your region on Tuesdays and Thursdays. If you believe your app follows the App Review Guidelines, consider submitting an appeal to the App Review Board. Resources Learn about foundational design principles from Apple designers and the developer community. Learn how to create engaging App Store product pages. Note that apps that violate intellectual property rights are subject to removal through the App Store Content Dispute process. If you believe an app on the App Store violates your intellectual property rights, you can submit a claim.

Hi good day, does anyone have any advise for me concerning my app review? I submitted since Apr 24, 2025 at 1:03 AM. I haven't gotten one review in to know what are my next steps? I just completed a Expedited Review Request. Waiting on response. Do you think I need to update some data or something?

Hi, I have a free multi-page website, my-domain.com, that offers students details of available properties. I'd like to introduce a paid service and create an app for it. Details of the service can be contained on one page on subdomain "service.my-domain.com". Would app store consider that one page as a one-page website? Would be grateful for your advice.

Hello, I am seeking clarification regarding App Store policy requirements for In-App Purchases (IAP) in the following scenario: We are developing a wallet-based super app that allows users to access third-party storefronts (mini-apps) from within our app via embedded WebViews or similar in-app experiences. These storefronts are web-based and branded by external merchant partners. In this model: The mini-app storefront is embedded within our wallet app, but technically hosted externally by the merchant. The user browses and selects digital goods (e.g., in-game currency, subscription vouchers, virtual items) from the merchant’s mini-app. When the user proceeds to purchase, the payment is processed using a saved payment method from the wallet app, not through the App Store’s IAP system. The digital goods are for use in a separate third-party app, not within the wallet app itself. The wallet app does not directly fulfill or deliver the purchased digital goods. We would like to confirm whether this flow is subject to IAP policy enforcement, or whether using our own wallet payment method is permitted in this context, given that: The purchase is initiated within our app, The goods are digital but are fulfilled in a third-party service or app, And the wallet provider is not the developer of the destination app. We are happy to provide more details or a flow diagram if needed. Thank you

Hello, I am planning to develop an iOS app that performs on-device inference using machine learning (ML) models. To improve accuracy and user experience, after the app is installed, I would like to download and update .mlmodel files from a separate cloud server and use them for inference within the app. The .mlmodel files will be provided by the cloud server in a compiled format, compressed as zip files. The app will download the zip file, extract it, and use the model. No executable code, scripts, or dynamic libraries will be downloaded—only model data files will be used. All code is fully contained within the app bundle, and the downloaded model files are strictly used as data and are never executed as code. I have previously consulted with DTS (Developer Technical Support), who confirmed that, to their knowledge, this approach does not violate the guidelines and that there are existing apps that rely on this functionality. However, for official assurance and to avoid any potential issues during app review, I would like to request confirmation from the App Review team. Specifically: Is it permitted under App Store guidelines to download or update compiled .mlmodel machine learning model files (compressed as zip files) from a remote cloud server after app installation, as long as no executable code is downloaded or executed? Thank you.

Should I have gotten an email for my submission of an appeal for a rejected app? It's pretty clear from the rejection reason that there was a misunderstanding about the purpose of the app, so I filled out the appeal form. But I never got a confirmation email. It's been roughly 28 hours since I sent the appeal. I DID get a confirmation page for the appeal... Do I just keep waiting? Thanks!

I created a subscription that is "waiting for review". My app won't get approved because i cant test the subscription. i am unable to add my subscription to in app purchases until its approved. its been in the same status for a week. anyone know what to do? it seems like I'm in a catch 22!

My application (App ID: 6746629090) has been in “Waiting for Review” for nine (9) days without any status change. To investigate, I opened a support case via App Store Connect 4 days ago, but I have not yet received a response or update. Because the delay is now impacting our release timeline and customer commitments, I respectfully request: A status update on the current review of App ID 6746629090. Confirmation that there are no outstanding compliance items or additional information required from my side. If possible, expedited processing or guidance on next steps to resolve the hold-up. Key details • App ID: 6746629090 • Current version / build: 1.2.1(22) • Date submitted: Jul 6, 2025 • Support Case #: 102641999315

Hi everyone, Our app (Apple IDs: 6744840952 and 6746964086) has been under review for three weeks now, and during this time we’ve made several attempts to follow up: We submitted an expedited review request We used the Contact Us form to inquire about the status We tried reaching out by phone We spoke with Apple representatives during a Meet with Apple Experts event Unfortunately, none of these actions have resulted in any progress. The responses we received have all been variations of “please wait patiently,” and we haven’t been proactively contacted through App Store Connect either. We are feeling deeply discouraged, and the emails from our users have shifted from initial understanding to increasing frustration and complaints. We fully understand that the review process can vary in complexity, but the app has now been in review for 20 days. We would deeply appreciate any assistance or suggestions that might help move the process forward. Original feedback link

Hi, My app has been approved a week ago, but Digital Services Act is still under review. How long it usually takes to do this review? I assume that this is blocking my app release as I'm trying to release my first app in Finland.

hi Apple review team, I’m developing an app with audio calling functionality, and I’d like to take advantage of Picture-in-Picture (PiP) so that when the user moves the app to the background, the ongoing call can remain minimized on the Home screen. Based on my research, it seems possible to display a view in PiP mode and have it play, and I haven’t found any documentation stating that this is prohibited. Could you please confirm if this is allowed?

Hello App Review Team, We submitted our long-awaited app for review on July 8 and are starting to feel a bit anxious, as we haven’t heard back in several days despite submitting all requested changes and an updated build. To be fully transparent, the review process so far has been somewhat confusing, and we’d really appreciate your guidance: First Rejection: We were told the demo login credentials were missing and that our developer account wasn’t linked to our company domain. However, the demo credentials were included in the Notes section, and the email associated with our developer account had already been updated to reflect our company domain before submission. Second Rejection: The reviewer appeared to misunderstand the purpose of a simple in-app game, despite the fact that the description was clearly shown in the screenshot they shared. We’ve tested this feature extensively with real users, and no one has encountered similar confusion. Third Rejection: The app reportedly failed to load on a specific device. We genuinely appreciated this feedback and promptly addressed the issue in a new build. Since then, we’ve been waiting several days for the next step, but it seems the review may be stalled. We understand how busy the App Review Team is and truly respect the high standards of the App Store. That’s exactly why we want to be sure we’re doing everything right. We’re fully committed to delivering a high-quality experience that aligns with Apple’s guidelines and will genuinely benefit users. If there’s anything else we can provide to help move things forward, we’d be more than happy to do so. Thank you so much for your time and support.

My app published 6 hours ago this is first version and IAP is still in review. My app is hard paywall app so people cannot continue in app and this is all happening during initial boost. I contacted with apple but they say they send message to review time and hours passed nothing changed. People downloading the app and I'm watching it without able to do anything :( Are there anyone experienced same thing ? Do you have any advice ?

Hello Apple Developer Support & Community, I’m reaching out regarding the unexpected termination of my Apple Developer Program account, associated with App ID: 6744330283. Recently, my app was flagged under Guideline 4.3 - Spam, and I was asked to make necessary changes. I followed all guidance provided by Apple, including a phone call with an App Review team member, who clarified the steps I should take. I did not submit any further update after that call. However, before I had the chance to upload the new, compliant version of my app, my entire developer account was terminated without a clear explanation or additional warning. I believe this was a misunderstanding, as I was actively working on compliance and fully committed to resolving the issue. My app is not spam I only followed Apple’s instructions I never uploaded a new version after my call with App Review No specific violation or example of “spam” was shown to me I’ve submitted an official appeal via the App Review Board, but I’m hoping someone here can also assist or escalate this matter. My developer account and years of effort are at risk over what seems to be a miscommunication. Thank you for any guidance or assistance you can provide.

Hello App Review Team, Our app has now been in “In Review” for 7 days. Could you please advise on the expected timeline for completion or let us know if any further details are needed to move forward? Thank you for your assistance.

I have an issue with my app trying to get it live and i have a deadline. I have sent multiple emails and service tickets to Apple with zero response over the last 2 weeks. Is there anyway I can get some assistance. i have made the payment for the app developer $99 13 days ago and thereafter no info has been given, i have a serious deadline for the app and still need to add on new events and listings. however i have sent multiple emails, commented on multiple forums, doen multiple support cases, but no response. I need to know if this will be completed soon and if there is anything else i need to do. Regards

Hello, I’ve received feedback from the App Review team for my app, indicating that the auto-renewing subscription violates guideline 3.1.2 due to inappropriate use of the service. They noted that such subscriptions should provide dynamic, ongoing value over an extended period and requested a revision or removal. My app offers cloud backup for user app data and cross-device sync via Apple Sign-In and Google Sign-In, with unlimited uploads and downloads. Additionally, we limit free users and provide premium features like more stylish cosmetics to paid users and more upcoming. Despite my previous response, the feedback remains unchanged. I’d like to ask: Does a simple cloud backup for user app data suffice to meet the ongoing value requirement of 3.1.2? I also suspect that providing clear instructions for reviewers to test this cloud feature—such as screenshots and a step-by-step guide—might help clarify its value. I zeroed in on the cloud aspect based on reading that it could address this issue, but I’m unsure if mentioning the user limits and premium features is relevant here. Any guidance or suggestions would be greatly appreciated. Thank you! Jack

Hi all, I submitted a healthcare-related iOS app on June 19 that integrates with a health monitoring device. It had a few prior rejections due to compliance concerns, which we addressed. Apple Developer Support confirmed the review is still in progress and that it requires additional time. I'm wondering if others have experienced similarly extended review timelines for healthcare or medical device-integrated apps, and how long it took for resolution. Would appreciate any advice or shared experiences on this. Thanks!

Hello everyone, We are building an iOS app using React Native that connects to a custom Bluetooth Low Energy (BLE) accessory. The accessory continuously sends small chunks of audio data to the app through BLE (basically every time the user speaks), which are then streamed in real time to our server via WebSocket for transcription and processing. We need to know if the following behavior is allowed by iOS runtime and App Store review policies: Can the app open a WebSocket connection in the background (not permanently, just briefly, several times a day) triggered by BLE activity from a registered accessory? Is there a limit to this? Clarifications: The app is not expected to remain permanently awake. Only during accessory-triggered events. WebSocket is required due to the real-time nature of streaming STT and delivering quick responses (via notifications). If allowed, are there any specific Info.plist declarations or entitlements we must include? Thanks in advance! Fran

Hi, Our recent security scans, performed by Data Theorem, have flagged a potential App Store blocker related to the use of a private iOS class, NSBlock. We are concerned that this identified warning may lead to our apps being rejected during the next App Store submission. Issue Summary: We integrate a library, this SDK is developed using Kotlin Multiplatform, and during compilation, Kotlin automatically generates Objective-C/Swift interoperability code. As a result of this code generation, the compiled framework includes a reference to a private Apple class, NSBlock. It’s important to note that: No methods or functionality from NSBlock are being invoked or used. This reference is auto-generated by Kotlin’s ObjCExport.mm module. For additional context, you may refer to a related discussion on this issue: https://github.com/ricohapi/theta-client/issues/98 https://github.com/JetBrains/kotlin-native/issues/1642 https://github.com/JetBrains/kotlin-native/pull/1652/files We would like to confirm whether the presence of this unused reference to NSBlock will result in the rejection of our application during App Store review. Thankyou