App Store Review: A Pre-Submission Checklist for Founders
By Mudabbir Hasan, Co-founder · Published · Last updated
Most App Store problems are avoidable. Before you submit, test on a real device, remove placeholder content, give the reviewer a working demo account with your back end switched on, make screenshots and descriptions match the build, link a privacy policy in the app and in App Store Connect, and add in-app account deletion if users can sign up. Apple says over 40 percent of unresolved issues are guideline 2.1.
What does Apple check in App Review?
Apple reviews all apps, updates, in-app purchases and in-app events against its App Review Guidelines for technical, content and design criteria. Apple says App Review works around the clock and typically reviews at least 50 percent of submissions in under 24 hours and 90 percent in under 48 hours, though an incomplete submission can be delayed or fail. Guidelines change, so check the current text before you submit.
Apple's own figures
>40%
of unresolved issues are guideline 2.1
50%
of submissions reviewed in under 24 hours
90%
reviewed in under 48 hours
1
appeal per submission
What causes most rejections?
Apple's own page says that on average over 40 percent of unresolved issues relate to Guideline 2.1, App Completeness. That covers crashes, placeholder content and incomplete information. If you fix one category before submitting, fix this one.
What should you check before you submit?
- Completeness (2.1). Submit a final version with working URLs and no placeholder text or empty websites. Test on a device for bugs and stability.
- A demo account. If the app has a login, include demo account details and turn on your back-end service. If you cannot share an account, Apple allows a built-in demo mode with prior approval.
- In-app purchases (2.1b). Make sure every one is complete, visible to the reviewer and works, or explain in the review notes why one cannot be found.
- Accurate metadata (2.3). Description, screenshots, previews and privacy information must reflect the app's core experience. Screenshots should show the app in use, not only a title screen or login page.
- Honest age rating (2.3.6) and a category that fits.
- More than a website (4.2). The app should offer features, content and UI beyond a repackaged website, and should not be mainly marketing material or a collection of links.
- Sign in (4.8). If the app uses a third-party or social login for the primary account, it must also offer an equivalent login service that limits data collection to name and email and lets users keep their email private. Apps that use only their own account system are exempt.
- Privacy (5.1.1). Link a privacy policy in App Store Connect and inside the app. It must say what data is collected, how, and all uses, and explain retention, deletion and how users revoke consent.
- Permissions (5.1.1). Ask only for data relevant to core functionality, make consent easy to withdraw, and write clear purpose strings for sensitive data in the Info.plist file.
- Account deletion (5.1.1v). If the app supports account creation, it must also offer account deletion within the app.
Guidelines behind most rejections
2.1 Complete
Working URLs, no placeholders, tested on a device.
2.1 Demo account
Login details, with your back end switched on.
2.3 Accurate metadata
Screenshots show the app in use.
4.2 More than a website
4.8 Equivalent login
If you offer a social login.
5.1.1 Privacy
Policy linked in the app and App Store Connect; in-app account deletion.
What should go in the review notes?
Apple's instruction is to include any specific settings, account information or special instructions in the App Review Information section of App Store Connect, and says that without them review may be delayed and the app may not pass. For features that need signing in, give valid demo credentials. For special hardware or hard-to-replicate setups, be ready to provide a demo video or the device. Keep your contact details current.
What if the app is rejected?
Apple provides details, including the specific guidelines your submission did not follow, and you can correspond with App Review to resolve the issues before resubmitting. If you believe your app was misunderstood, you can appeal to the App Review Board with specific reasons, one appeal per submission that did not pass. Apple also offers expedited review for extenuating circumstances such as a critical bug fix.
If the app is rejected
- 1
Read the guideline Apple cites in Resolution Center
- 2
Fix it, or reply to App Review
- 3
Resubmit the build
- 4
Misunderstood? Appeal once, with specific reasons
To the App Review Board.
What is our experience?
We have shipped native Swift and Flutter apps. The Tooting Fish & Kebab ordering and delivery app is live on the App Store, with the Android release still in progress. Our case pages record what was built, not the review history of each app, so this article is based on Apple's published guidance and not on our submission logs.
What should you do before you press submit?
- Run the whole user flow on a real iPhone, not only the simulator.
- Open your privacy policy and support links in a private browser window.
- Compare every screenshot with the build you are submitting.
- Create the demo account, load it with sample data and test the login.
- Write review notes as if the reviewer has never seen the app.
Choosing Flutter or Swift also affects how much native work sits behind these checks, so decide that early.
Sources
- App Review Guidelines, Apple Developer (accessed 2026-10-10)
- App Review, Apple Developer (accessed 2026-10-10)
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