What Should I Know About App Store Approval Standards?

Roughly 40% of app submissions to the major app stores get rejected on their first attempt. That's nearly half of all apps that developers pour their heart, soul, and budget into—only to hit a brick wall because they didn't understand the approval standards. I've seen brilliant apps with amazing functionality get knocked back for something as simple as a missing privacy policy or a button that's too small on certain devices.

Here's the thing—app store approval isn't some mysterious black box that randomly decides the fate of your mobile app. Apple's App Store and Google Play have detailed guidelines that cover everything from technical performance to content standards, but most people don't realise how strict these rules really are until its too late. What makes it even trickier is that these guidelines change regularly, and what worked six months ago might not fly today.

The difference between apps that sail through approval and those that get rejected isn't usually about how good the idea is—it's about how well the developers understood the rules before they started building.

After years of guiding apps through the approval process, I can tell you that most rejections are completely avoidable. The developers who succeed aren't necessarily the most technically gifted—they're the ones who treat app store compliance as part of their development strategy, not an afterthought. Whether you're building your first app or you're a seasoned developer who's tired of dealing with rejections, understanding these standards will save you time, money, and quite a bit of frustration. Let's break down what you actually need to know to get your app approved on the first try.

Understanding App Store Guidelines and Policies

Right, let's talk about the elephant in the room—app store guidelines. I mean, they're basically the rulebook that determines whether your months of hard work see the light of day or get sent back to the drawing board. And honestly? They change more often than I'd like to admit.

Both Apple's App Store and Google Play have their own sets of rules, and while there's some overlap, each platform has its quirks. Apple tends to be stricter about design consistency and user experience, while Google focuses heavily on security and policy compliance. You know what though? Understanding these guidelines isn't just about avoiding rejection—it's about building better apps.

Key Policy Categories You Need to Know

The guidelines cover several main areas, and getting familiar with these early will save you headaches later:

• Safety and security requirements
• Performance and stability standards
• Business model compliance
• Design and user interface rules
• Legal and copyright considerations
• Content appropriateness guidelines

Here's the thing—these aren't suggestions. They're firm requirements, and the review teams take them seriously. I've seen apps get rejected for what seemed like minor issues, but the stores maintain their standards for good reason.

Staying Updated With Changes

The guidelines evolve constantly. Apple typically announces major changes at WWDC, while Google often rolls out updates throughout the year. I make it a habit to review any policy updates as soon as they're announced because what was acceptable last month might not fly today.

One tip from experience? Don't just skim through the guidelines. Actually read them properly and bookmark the sections relevant to your app type. Trust me, it's time well spent.

Common Reasons Apps Get Rejected

Right, let's talk about the stuff that actually gets apps bounced back from the review process. I've seen perfectly good apps get rejected for the most basic oversights—things that could've been avoided with a bit of planning. The most common culprit? Crashes. If your app crashes during review, you're getting an instant rejection. Apple and Google's reviewers aren't going to spend time debugging your code; they'll just move on to the next app in the queue.

Missing privacy policies are another big one. Both app stores require clear privacy policies, especially if you're collecting any user data—and I mean any data, even something as simple as device information. I've seen developers think they can skip this step because their app "doesn't collect much," but that's not how it works. The stores want transparency, full stop.

Content and Functionality Issues

Apps that don't do what they claim to do get rejected faster than you can say "misleading metadata." If your app description promises features that aren't there, or if your screenshots show functionality that doesn't exist, you're setting yourself up for disappointment. Reviewers actually use the apps they're reviewing—they're not just checking boxes.

Broken links are surprisingly common rejection reasons. Whether its links in your app that lead nowhere or contact information that doesn't work, reviewers will test these things. Same goes for login functionality—if you require users to sign up but the registration process is broken, that's an automatic rejection.

Test your app thoroughly on actual devices before submission. Simulators and emulators don't always catch the issues that real hardware will reveal during the review process.

Guideline Violations

Content violations are tricky because they're often subjective. Apps with inappropriate content, spam-like behaviour, or those that try to manipulate app store rankings get rejected regularly. Understanding Google Play optimization principles can help you avoid these pitfalls and create apps that naturally rank well without resorting to manipulative tactics. The review teams have seen it all before, and they're pretty good at spotting these tactics.

Content and Design Standards

Right, let's talk about what actually gets apps rejected when it comes to content and design. I've seen some brilliant apps get knocked back because they missed simple things that could have been fixed before submission.

First up—your app needs to look finished. I mean properly finished. Apple and Google can spot placeholder text from a mile away, and they're not having it. Lorem ipsum text? Nope. Broken images or missing icons? Definitely not. Your app screenshots need to show actual content, not empty states or demo data that looks fake.

Content That Gets You in Trouble

The app stores are quite strict about objectionable content, but it's not just the obvious stuff you need to worry about. Violence, adult content, and hate speech are clear no-gos. But they also reject apps with excessive profanity, even if its not the main focus of your app.

User-generated content is where things get tricky. If your app lets users post anything—comments, photos, reviews—you need moderation systems in place. The stores want to see that you've thought about how you'll handle inappropriate content before it becomes a problem.

Design Requirements That Matter

Your app needs to follow platform design guidelines. That means using iOS design patterns on iPhone and Material Design principles on Android. Don't just copy your website into an app wrapper—the stores will spot that immediately and reject it.

Here's what the reviewers look for in your design:

• Proper navigation that follows platform conventions
• Text that's readable on all device sizes
• Buttons and touch targets that are big enough to tap easily
• Consistent styling throughout the app
• No broken layouts on different screen sizes

One thing that catches people out? Your app icon. It needs to be high quality, properly sized for each platform, and can't include iOS interface elements like rounded corners or drop shadows—the system adds those automatically. If you're planning to launch on both platforms, designing for iOS and Android compatibility from the start will save you from major headaches during the approval process.

Technical Requirements and Performance

Right, let's talk about the technical side of things—because honestly, this is where I see most apps stumble during the review process. Apple and Google aren't just checking if your app looks pretty; they're running it through proper performance tests that would make your head spin.

Your app needs to launch quickly. I mean really quickly. We're talking under three seconds on the devices that are two generations old. If your app takes longer than that, you're looking at a rejection. The reviewers will test this on older iPhones and Android devices, not the latest flagship models that cost £1000.

Memory and Battery Performance

Memory management is huge—your app can't be a memory hog that crashes other apps or slows down the device. I've seen brilliant apps get rejected because they used too much RAM in the background. The app stores test for memory leaks, excessive CPU usage, and battery drain. Your app should behave itself when users switch to other apps.

Apps must be fully functional on the hardware they're designed for, without requiring additional hardware that isn't specified in the app's requirements

Device Compatibility and Crashes

Here's something that catches developers off guard—your app needs to work properly on all the screen sizes and orientations you claim to support. If you say your app works on tablets but it looks broken in landscape mode, that's an automatic rejection. Test on actual devices, not just simulators.

Crash rates need to be below 1% during the review period. The stores track this automatically now, so there's no hiding behind "it works on my phone." Any critical bugs that cause the app to freeze or close unexpectedly will get flagged immediately. Make sure you've tested every button, every screen transition, and every user flow before you submit.

Privacy and Data Protection Rules

Privacy rules have become the biggest pain point for app developers over the past few years—and honestly, it's only getting stricter. Both Apple and Google have completely changed how they handle user data, which means your app needs to be squeaky clean when it comes to privacy compliance.

The most important thing? You absolutely must tell users what data you're collecting and why. Gone are the days when you could quietly gather information in the background. Users need to give explicit permission for things like location tracking, camera access, or collecting personal information. And here's the thing—you can't just ask once and assume its fine forever.

Data Collection Transparency

Your app's privacy policy needs to be crystal clear about what you collect. No legal jargon that nobody understands. If you're tracking users location to show nearby restaurants, say that. If you're using their email for marketing, be upfront about it. The app stores now require detailed privacy labels that show up before people download your app, so there's nowhere to hide.

One mistake I see constantly? Apps that collect way more data than they actually need. Just because you can doesn't mean you should. Collect only what's necessary for your app to function properly—anything extra is a red flag for reviewers.

Key Privacy Requirements

• Clear permission requests with explanations of why you need the data
• Detailed privacy policy written in plain English
• Proper data encryption for sensitive information
• No sharing user data without explicit consent
• Options for users to delete their data
• Age-appropriate data collection (especially strict for apps targeting children)

The review teams are particularly tough on apps that seem to collect data for advertising purposes without being transparent about it. Be honest, be clear, and always put user privacy first.

In-App Purchase and Monetisation Guidelines

Getting your monetisation strategy wrong can kill your app approval faster than you can say "rejected". I've seen brilliant apps get turned away because developers didn't understand the App Store's strict rules about how you can make money from your app. The good news? Once you know the rules, they're actually quite straightforward to follow.

Both Apple and Google are very particular about in-app purchases—and for good reason. They want to protect users from dodgy practices whilst ensuring they get their 30% cut of the action. You absolutely must use their official payment systems for digital content like premium features, virtual currency, or subscriptions. Try to bypass this with external payment links and you'll get rejected quicker than a bad first date.

What Counts as Digital Content?

This trips up loads of developers. Digital content includes anything that exists only within your app: extra lives in games, premium filters, ad removal, virtual coins, or subscription access to content. Physical goods and services? That's different—you can use external payment processors for those.

Always clearly explain what users get for their money before they purchase. Vague descriptions like "premium access" will get you rejected.

Subscription Rules That Matter

If you're doing subscriptions, you need to be crystal clear about pricing, billing cycles, and cancellation policies. Auto-renewal must be obvious—not hidden in tiny text. Free trials are great for conversions, but users should know exactly when billing starts and how to cancel.

• Display pricing in the user's local currency
• Make cancellation instructions easy to find
• Provide clear value proposition for paid features
• Never use misleading "free" claims if payment is required
• Include restore purchase functionality for users switching devices

The monetisation review process has gotten stricter over the years. Both stores now scrutinise apps more carefully for predatory practices, especially in apps that might appeal to children. Keep your pricing fair, your descriptions honest, and your purchase flows transparent.

Submission Process and Review Timeline

Right, let's talk about what actually happens when you hit that submit button. The App Store review process isn't some mysterious black box—though it can certainly feel like one when you're waiting for approval! Apple typically reviews apps within 24 to 48 hours these days, which is honestly brilliant compared to the week-long waits we used to endure.

Here's what happens behind the scenes: your app goes into a queue where Apple's review team checks it against their guidelines. They're looking at everything from functionality to content to whether you've followed their design principles. It's not just automated testing either—real humans are actually using your app, clicking through features, and making sure everything works as advertised.

What Reviewers Check First

The review team has a pretty systematic approach to checking apps. They start with the basics and work their way through to more detailed functionality:

• App metadata matches the actual app functionality
• All features described in your app description actually work
• No crashes during basic navigation and core features
• Privacy policy is present and accessible
• In-app purchases function correctly (if applicable)
• Content is appropriate for the age rating you've selected

Google Play's process is quite different—they use more automated systems and typically approve apps within a few hours, though they can still flag apps for manual review if something looks suspicious. Making sure your Google Play Store listing is properly optimised with accurate descriptions and relevant keywords can help speed up this automated review process.

One thing that catches people off guard? If your app gets rejected, you're not starting from scratch. When you resubmit after fixing issues, you usually get reviewed faster the second time around. Apple's team remembers what they were looking for and can focus on whether you've addressed their concerns.

Pro tip: submit early in the week if possible. Weekend submissions sometimes take a bit longer to get attention, and you don't want to be stuck waiting over a bank holiday!

Handling Rejections and Appeals

Getting rejected isn't the end of the world—honestly, it happens to all of us. I've had apps rejected for the smallest things, like a button being 2 pixels too small or forgetting to mention camera permissions in the description. The key is not to panic; Apple and Google actually want your app to succeed, they just need it to meet their standards first.

When you get that rejection email, read it properly. I mean really read it. The review teams are usually quite specific about whats wrong, even if the language feels a bit robotic. They'll point you to the exact guideline you've broken and often give you clear steps to fix it. Don't just skim through and guess what needs changing—that's a recipe for another rejection.

The most successful developers treat rejections as free quality assurance feedback rather than personal attacks on their work

If you genuinely believe the rejection is wrong (and trust me, it does happen), the appeals process is there for a reason. But here's the thing—be polite and factual in your appeal. Explain clearly why you think the decision was incorrect, reference the specific guidelines, and provide evidence if you have it. Getting angry or sarcastic will get you nowhere fast.

Making Your Resubmission Count

Before you resubmit, double-check everything else too. Its tempting to fix just the one issue they mentioned, but if there are other problems lurking, you'll just face another rejection. Test thoroughly, review your metadata, and make sure your app description accurately reflects what the app actually does. The review process can take days, so you want to get it right the first time after a rejection.

Getting your app approved doesn't have to be a nightmare if you understand what the reviewers are looking for. After years of shepherding apps through both Apple and Google's approval processes, I can tell you that most rejections come down to the same handful of issues—and they're all preventable if you know what to watch out for.

The key thing to remember is that app store guidelines aren't there to make your life difficult. They exist to protect users and maintain quality standards that benefit everyone. When you approach the submission process with this mindset, it becomes much easier to create apps that sail through review on the first try.

Before you submit, always test your app thoroughly on actual devices, not just simulators. Make sure your privacy policy is complete and accessible, double-check that all your in-app purchases work correctly, and verify that your app doesn't crash under normal usage. These simple checks catch about 80% of potential rejection reasons.

If you do get rejected, don't panic. Read the rejection notice carefully—Apple and Google are usually quite specific about what needs fixing. Address their concerns directly and resubmit. I've seen developers argue with reviewers or try to sneak around guidelines, and it never ends well. Work with the process, not against it.

The app stores want your app to succeed just as much as you do. Quality apps make their platforms better and keep users happy. Follow the guidelines, respect user privacy, deliver genuine value, and you'll find the approval process much smoother than you might expect. Your users will thank you for it too.