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Why Apple or Google rejected your app, and how to get it approved

A rejection email from Apple or Google can feel vague and final. It's usually neither. Most rejections come down to a short list of well-known issues, and once you know which one you've hit, the fix is often straightforward.

Melvin Wijenayaka, Avantra · · 6 min read

First, read the rejection properly

Apple's rejection message quotes a guideline number, such as 2.1 or 5.1.1, and often includes screenshots or notes from the reviewer. Google Play names the policy in the Play Console. That reference is the most useful thing you have: it tells you which rule they think you've broken.

If the message is unclear, you can reply to Apple through App Store Connect and ask for more detail. Reviewers do answer, and asking is far better than guessing and resubmitting the same build.

The most common reasons apps are rejected

  • Crashes and broken features. If the app crashes, a button does nothing or a screen is empty during review, it will be rejected for being incomplete (Apple guideline 2.1).
  • No way for the reviewer to log in. If your app needs an account, give the reviewer a working demo login in the review notes. A missing or expired demo account is one of the most common avoidable rejections.
  • Privacy gaps. Every app needs a privacy policy link, privacy details that match what the app really collects, and a clear reason shown whenever it asks for the camera, location, photos or health data.
  • No way to delete an account. If people can create an account in your app, Apple requires that they can also start deleting it from inside the app.
  • Payments outside the store. Selling digital content or subscriptions usually has to go through in-app purchase. Physical goods and real-world services are different and use normal payment providers.
  • Too little functionality. An app that is just a website in a wrapper, or does very little, can be rejected as not useful enough (guideline 4.2).
  • Misleading listing. Screenshots, the description and the app name must reflect what the app actually does.

Google Play has its own hurdles

Google's review is often quicker, but it has requirements that catch people out:

  • New personal developer accounts must run a closed test with at least 12 testers for 14 days before they can publish to everyone.
  • The Data safety form has to match what the app and its third-party tools really collect.
  • Sensitive permissions, such as background location or Health Connect data, need a declaration explaining why the app needs them.
  • Apps must target a recent Android version, and updates are blocked once the target falls too far behind.

Regulated categories need extra care

Finance, cryptocurrency, health, gambling and apps for children have stricter rules on top of the standard ones. Crypto apps, for example, face extra requirements about licensing and who is allowed to publish them. If your app is in one of these categories, check the specific rules before you build, not after you're rejected.

How to resubmit without going round in circles

  • Fix the specific issue named in the rejection, and check for the others above while you're there.
  • Test the exact build you're submitting on a real device, logged out and logged in.
  • Write clear review notes: a demo account, where to find key features, and anything unusual about how the app works.
  • If you disagree with a decision, reply politely with the facts, or use Apple's appeal process.

If you're on your third or fourth rejection, or the developer who built the app is no longer around, it's usually quicker to get a fresh pair of eyes on it than to keep resubmitting.