How to Successfully Submit an App to the App Store for Review
Submitting an app to the App Store can be a daunting process, especially for first-time iOS developers. With Apple‘s stringent review guidelines and sometimes lengthy wait times, it‘s crucial to get everything right to avoid delays or rejections. As a seasoned developer who has submitted numerous apps over the years, I‘ll share my expert tips for successfully navigating the App Store review process.
Understanding the App Review Process
All apps submitted to the App Store undergo a thorough vetting process by Apple‘s review team. Their job is to ensure each app meets high standards for quality, safety, performance, and legal compliance before being made available to users. This process can take anywhere from a few hours to several days or even weeks in some cases.
According to Apple‘s metrics, the average iOS app review time has steadily decreased over the past few years:
| Year | Average Review Time |
|---|---|
| 2016 | 4.3 days |
| 2017 | 1.6 days |
| 2018 | 1.3 days |
| 2019 | 1.7 days |
| 2020 | 1.5 days |
Source: AppReviewTimes
However, these are just averages and the actual review time can vary widely depending on the app‘s complexity, the current submission volume, and whether your app triggers any red flags during Apple‘s automated checks.
Pre-Submission Checklist
To maximize your chances of a smooth and speedy app review, it‘s essential to thoroughly prepare your app and its metadata before submitting. Here‘s a comprehensive pre-submission checklist I recommend to all developers:
- Test extensively on all supported devices and OS versions
- Ensure the app is free of crashes, bugs, and performance issues
- Verify the app matches its description and only contains final content (no placeholder text/images)
- Include a link to a clear, accurate privacy policy
- Provide sign-in credentials for a test account if the app requires login
- Check that all links (support, privacy policy, etc.) are functional
- Optimize the app title, subtitle, keywords, and category for App Store search
- Prepare compelling screenshots and app previews for all device sizes
- Localize the app metadata if supporting multiple languages
- Complete all required contracts, tax, and banking information in App Store Connect
- Increment the app‘s version and build numbers
- Archive the app and validate it passes all App Store guidelines
- Thoroughly test the archived build on a physical device
- Upload the build to App Store Connect and complete the version release information
Taking the time to methodically work through this checklist can save considerable time and frustration later in the submission process.
Most Common Causes of App Rejection
Despite your best efforts, there‘s always a chance your app could still be rejected during review. Understanding the top pitfalls can help you mitigate that risk. According to Apple, the most frequent reasons apps get rejected are:
| Reason | Percentage |
|---|---|
| Guideline 2.1 – Performance: App Completeness | 21% |
| Guideline 3.2 – Business: Other Business Model Issues | 16% |
| Guideline 2.5.1 – Performance: Software Requirements | 10% |
| Guideline 5.1.1 – Legal: Privacy – Data Collection and Storage | 7% |
| Guideline 4.2 – Design: Minimum Functionality | 6% |
Source: Common App Rejections
As you can see, the biggest category is app completeness and bugs, so thorough testing and quality assurance are paramount. Other common themes are issues with the business model (e.g. in-app purchases, subscriptions), software requirements like using public APIs, and privacy concerns over user data handling.
If your app does get rejected, don‘t panic. Read the reviewer‘s feedback carefully and make a plan to address each point. Engage politely with the reviewer if you need clarification. Most issues are resolvable with some tweaks and resubmission.
Strategies for Speeding Up App Review
While you can‘t control Apple‘s queue or timeline, there are a few things you can do to potentially speed up your app review:
- Avoid submissions around major events: Apple receives a huge influx of submissions around the holidays and WWDC. Unless you have a critical fix, avoid these times to minimize wait times.
- Release early and often: Aim for more frequent, smaller updates rather than infrequent large ones. Smaller updates are typically reviewed faster.
- Respond promptly to reviewer feedback: If the reviewer reaches out with questions or requests, reply as quickly and thoroughly as possible to avoid unnecessary delays.
- Request an expedited review if needed: If you have a time-sensitive submission like a critical bug fix, you can request an expedited review in App Store Connect. Use judiciously as Apple grants these selectively.
- Use TestFlight beta testing: The beta review process is typically quicker than the final App Store review. Extensively beta testing your prerelease builds can help catch issues early.
In my experience, planning ahead and submitting your app well before any hard deadlines is the best approach. Rushing to submit at the last minute rarely ends well.
Tips for Communicating with App Review
If the review team does contact you with questions or feedback, how you communicate with them can make a big difference. Here are some guidelines I‘ve found effective over the years:
- Be concise and stay on topic: Focus on clearly answering the reviewer‘s specific questions or requests. Avoid long tangents or extraneous details.
- Be professional and respectful: Remember the reviewers are people too. Be polite and avoid a combative tone even if you disagree with their feedback.
- Provide evidence if needed: If the reviewer‘s feedback seems inaccurate, provide specific evidence like screenshots or documentation to support your case.
- Ask for clarification: If you‘re unsure what the reviewer is asking for, don‘t be afraid to request more detail or examples.
- Reply promptly: Aim to respond within 24-48 hours to minimize delays. If you need more time to investigate or implement a fix, let them know.
- Know when to appeal: If you strongly believe the reviewer‘s decision is in error, you can submit an appeal. However, reserve this for clear-cut guideline misapplications, not judgment calls.
The review team‘s goal is to work with developers to get compliant, high-quality apps on the App Store. Engaging with them constructively and collaboratively is the quickest path to getting your app approved.
Differences from Google Play Review
If you‘ve previously submitted apps to Google‘s Play Store, you may find Apple‘s process quite different. Some key contrasts:
- Timing: Google Play apps can be published almost immediately, while iOS apps must pass review first.
- Updates: App updates on Google Play can be pushed live at the developer‘s discretion. Apple reviews most app updates before release (though may waive this in some cases).
- Rejection: Apple tends to have stricter criteria and higher rejection rates than Google. Attention to detail is crucial.
- Appeals: Google offers no formal appeal process for rejected apps. Apple allows developers to appeal decisions they believe were made in error.
- Beta testing: Both platforms support beta testing, but TestFlight feels more integrated into Apple‘s review workflow and tools.
Neither process is inherently better or worse, but iOS developers should be prepared for a more extensive review phase with different timelines and expectations than Android.
Lessons Learned from Personal Experience
Over my many years as an iOS developer, I‘ve had my fair share of app review experiences — some smooth, some stressful. Here are a few anecdotes and lessons I‘ve learned:
- In my early days, I once submitted an app using copyrighted images I didn‘t have rights to. The app was quickly rejected under the intellectual property guideline. I learned to carefully vet all assets to avoid legal issues.
- Another time, I accidentally uploaded a build with placeholder text still in the app. Rejection due to the "incomplete app" guideline. Now I have a pre-submission checklist that includes checking for any provisional content.
- I ran into an issue where the reviewer couldn‘t log into my app due to a server-side bug. After a few days of back-and-forth, I realized I needed a more reliable test setup. Providing a dedicated test account that isn‘t dependent on live servers is ideal.
- One of my apps integrates with HealthKit which requires special privacy disclosures. I failed to include these in my initial submission, leading to rejection. Reading up on framework-specific guidelines is a must.
- In general, I‘ve found taking the time to write clear, courteous responses to reviewer feedback goes a long way. Demonstrating a willingness to work with them and improve your app tends to yield the best outcomes.
Remember, reviewers are humans too — they‘re trying to do their job of keeping the App Store safe and high-quality. Working with them, not against them, is the key to success.
Conclusion
Getting your iOS app through Apple‘s App Store review process can seem complex and daunting, especially given what‘s at stake. But by deeply understanding guidelines, planning ahead, testing thoroughly, and engaging constructively with reviewers, you can avoid common pitfalls and release your app to the world.
The review process may seem strict, but it ultimately pushes us as developers to build better, safer, more polished apps. And that benefits everyone in the iOS ecosystem. So the next time you‘re anxiously waiting for review feedback, know that it‘s all part of the journey to making your app the best it can be. Happy submitting!