App Review: what it is, how the App Store review process works

What is App Review?

App Review is Apple's application moderation process before publishing in the App Store. Every application, update, or extension undergoes review for compliance with the App Store Review Guidelines — a document with multiple sections covering security, privacy, design, legal standards, and content.

The procedure is mandatory for all developers in the Apple ecosystem. Without passing App Review, an application does not appear in the App Store catalog, is not available for download, and cannot be distributed through TestFlight. The exception is Enterprise certificates for internal corporate distribution.

History of App Review Implementation

Apple introduced App Review with the launch of the App Store in 2008. Initially, review took 7–14 days and was less formalized. According to a CNBC study (2023), over 15 years Apple rejected more than 2 million applications for various reasons. In 2020, Apple launched an expedited review program for developers with a high trust rating.

How App Review Differs from Google Play Review

Unlike Google Play, where publishing is possible without prior moderation, App Store uses pre-moderation — every application is reviewed before publication. Google Play applies post-moderation and automated scanners. According to Appfigures analysis (2024), the average approval time in the App Store is 48 hours compared to 4 hours in Google Play. At the same time, the rejection rate in the App Store is 35% higher.

How Does the App Review Process Work

After uploading a build through App Store Connect, a multi-stage review begins. The developer submits the application for review, selecting the version and filling in metadata. Apple distributes submissions among moderator teams based on the application category and region.

Automated Review Stages

The first stage is performed automatically. Apple's scanners check the binary code for malicious frameworks, use of private APIs, and compliance with App Store format. The system analyzes metadata: name, description, screenshots, and age rating. The automated review takes 5 to 30 minutes.

import StoreKit

func checkReviewStatus() {
    let url = URL("https://api.appstoreconnect.apple.com/v1/apps/<APP_ID>/reviewSubmissions")!
    var request = URLRequest(url: url)
    request.setValue("Bearer <JWT_TOKEN>", forHTTPHeaderField: "Authorization")
    
    URLSession.shared.dataTask(with: request) { data, _, _ in
        guard let data = data else { return }
        let status = try? JSONDecoder().decode(ReviewStatus.self, from: data)
        print("Review status: \(status?.attributes.state ?? \`"unknown\`")")
    }.resume()
}

Manual Moderation

After automated review, the submission goes to a human moderator. The moderator checks the application's functionality, tests key scenarios, evaluates design for compliance with Human Interface Guidelines, and reviews content. According to an Apple report (2024), manual moderation takes 40–70% of the total review time.

Key Apple Review Criteria

App Store Review Guidelines is a set of rules divided into 6 main categories: Security, Privacy, Design, Legal Requirements, Content, and Technical Criteria. Each category includes 5 to 30 sub-items with specific requirements.

Security and Privacy Criteria

Apple strictly checks the use of Privacy Manifests and descriptions of data collection purposes. Since 2024, every application must specify the APIs used for data collection and justify their necessity. Missing Privacy Manifest is one of the common reasons for rejection.

Design and HIG Compliance

The application must follow Human Interface Guidelines. Apple rejects applications with non-functional elements, broken links, incorrect display on different devices, and unreadable text. Special attention is given to Dynamic Type and VoiceOver adaptation.

How to Prepare Your App for App Review

Preparation for App Review begins at the development stage. Most rejections are caused not by code errors but by violations of formal requirements: missing test account, incomplete metadata, or incorrect age rating. Below is a checklist for preparing your submission.

• Check Privacy Manifest and data usage description
• Provide a test account for applications with authentication
• Verify screenshots match device resolutions
• Fill in age rating through Age Rating API
• Disable debug code and logs in the release build

// Pre-submission App Review check
struct PreReviewChecklist {
    let hasPrivacyManifest: Bool
    let hasTestAccount: Bool
    let screenshotsValid: Bool
    
    func isReadyForReview() -> Bool {
        let checks = [hasPrivacyManifest, hasTestAccount, screenshotsValid]
        return checks.allSatisfy { $0 }
    }
}

Configuring Metadata for App Store Connect

In App Store Connect, you need to specify the application category, keywords, description, and contact information. For applications with subscriptions, you must fill in pricing and subscription period information. Apple recommends adding a video preview lasting 15–30 seconds — this increases conversion to installs by 20–25%.

Testing on Physical Devices

Before submitting for review, conduct testing on physical devices with different iOS versions. The simulator does not reveal performance, heating, or battery drain issues. Apple rejects applications that crash or freeze during standard usage scenarios.

Checking Localization and Regional Requirements

If your application is localized into multiple languages, verify the correctness of localized strings and data formatting. Apple rejects applications where part of the interface remains in English when a different language is selected. For applications with content in the EU or China, check compliance with regional laws: GDPR, CCPA, and Chinese certification requirements.

Using App Store Connect API for Automation

To automate the App Review process, use the App Store Connect API. The API allows you to programmatically upload builds, track review statuses, and receive notifications about changes. Integration with CI/CD via Fastlane or GitHub Actions reduces the time between commit and submission for review from several hours to 10–15 minutes.

Common Reasons for Rejection

According to App Review statistics published by Apple in 2024, 5 reasons account for more than 60% of all rejections. Most of them are related not to technical errors but to violations of presentation and description rules.

How to Fix a Rejection

Upon rejection, Apple sends a letter detailing the reasons with links to specific Guidelines sections. The developer can fix the issue and resubmit the application through App Store Connect. To clarify rejection reasons, the Resolution Center is available — a chat with an Apple moderator.

Appeal Through Resolution Center

If the developer disagrees with the moderator's decision, they can file an appeal. In the Resolution Center, you must explain why the application complies with the rules and provide evidence. According to an Appfigures report (2024), approximately 35% of appeals result in approval after re-examination.

Review Timelines and Expedited Review

The standard App Review time is 24–48 hours. However, during periods of high load — after WWDC, before the New Year holidays, and during iOS update season — timelines increase to 5–7 days. Apple publishes the current average time on the App Review Status page.

Expedited Review: Accelerated Review

For critical fixes, Apple provides Expedited Review — accelerated review within 2–6 hours. The request is submitted through App Store Connect with the reason specified: fixing a critical vulnerability, restoring a service, or a bug blocking user activity. False acceleration requests may lead to rejection of subsequent submissions.

When to Request Expedited Review

Accelerated review is justified only in situations where the application becomes non-functional or violates the law. According to Apple Developer Support (2024), Expedited Review is approved in 70% of cases with a valid reason. It is not recommended to request acceleration for planned updates with new features.