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Rejections are part of the game

Every developer gets rejected. Apple and Google review millions of apps and enforce strict guidelines to protect users. Sometimes your app genuinely violates a rule. Sometimes the reviewer misunderstood your app. Sometimes the guidelines are vague and you guessed wrong. None of this means your app is bad or that you failed. The app review process is a conversation. The store tells you what they found, you fix it or explain why they’re wrong, and you resubmit. Most rejections resolve in one or two rounds. Some perspective:
  • First-time submissions get rejected more often (reviewers don’t know your app yet)
  • Even billion-dollar apps get rejected regularly
  • Many rejections are minor issues that take 10 minutes to fix
  • Reviewers are human and sometimes make mistakes
  • You can appeal if you disagree with a rejection

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Why rejections happen

Technical issues: Your app crashes, shows blank screens, has broken features, or doesn’t work on certain devices. These are straightforward to fix once you know what broke. Guideline violations: Apple and Google have hundreds of rules about privacy, payments, content, and user experience. Nobody memorizes them all. You learn by building and occasionally getting caught. Incomplete submissions: Missing privacy policy, wrong screenshots, unclear app description, or metadata that doesn’t match what the app does. Easy fixes, annoying to discover. Design and UX problems: The app feels like a website, not a mobile app. Navigation is confusing. The UI is too small to tap. Both stores care about user experience. Platform-specific requirements: iOS requires things Android doesn’t, and vice versa. Sign in with Apple on iOS, specific permission handling on Android, different payment rules. Each platform has its own rules. Timing and reviewer variance: The same app can pass one review and fail another. Guidelines get interpreted differently. New reviewers are stricter. Policy changes happen without warning.

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How to handle a rejection

1. Read the rejection carefully Both Apple and Google include specific guideline references and descriptions in rejection notices. Read the exact wording. Sometimes they tell you exactly what to fix. 2. Don’t panic or rage-reply Wait an hour before responding. Angry replies don’t help and can make things worse. The reviewer is doing their job. 3. Fix what you can fix If the rejection is valid, fix it. Most issues take less time to fix than to argue about. 4. Appeal if you disagree If you believe the reviewer made a mistake, reply with a clear, polite explanation. Include screenshots or videos showing how the feature works. Reviewers do reverse decisions when shown evidence. 5. Resubmit and move on Fix the issue, resubmit, and continue working on your app. Don’t let one rejection derail your momentum.

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Apple vs Google: key differences

Both stores want quality apps that respect users, but they enforce rules differently.
AspectApple App StoreGoogle Play
Review time24-48 hours typicalMinutes to 7 days
Review styleHuman reviewers, thoroughMix of automated and human
StrictnessStricter on design/UXStricter on policy/content
Payment rulesMust use IAP for digital goodsMust use IAP for digital goods
Login requirementsSign in with Apple required if social login usedNo equivalent requirement
TrackingATT prompt requiredNo equivalent requirement
AppealsReply to rejection in App Store ConnectAppeal through Play Console
Rejection detailUsually specific guideline citedSometimes vague
Apple is pickier about user experience. They reject apps that feel like websites, have confusing navigation, or don’t follow iOS design conventions. They also enforce Sign in with Apple and ATT strictly. Google is faster but less predictable. You might get approved in minutes or wait days. Policy violations around content, ads, and data collection trigger rejections. Automated systems catch some issues before human review. Submit to both, but expect different feedback. An app that passes Apple might fail Google for different reasons, and vice versa.

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Common rejection categories

We’ve compiled guides for the most common rejection reasons. Each guide explains why the rejection happens, how to fix it, and how to avoid it next time.

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Functionality and design

GuidePlatformsWhat it covers
Minimum FunctionalityiOS, AndroidApp is too simple, limited features, single webpage wrapper
Non-Mobile DesigniOS, AndroidApp looks like a website, not optimized for touch/mobile
Spam and CopiesiOS, AndroidApp is too similar to existing apps, no differentiation

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Payments and monetization

GuidePlatformsWhat it covers
In-App PurchasesiOS, AndroidDigital goods must use Apple/Google IAP, not Stripe
Deceptive PaywallsiOS, AndroidSubscription UI is misleading, pricing not clear

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Privacy and data

GuidePlatformsWhat it covers
Privacy PolicyiOS, AndroidMissing or inadequate privacy policy
Tracking TransparencyiOSATT prompt required before tracking
AI Processing ConsentiOS, AndroidUser data sent to AI without consent
User-Specific DataiOS, AndroidCollecting data you don’t need

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Authentication

GuidePlatformsWhat it covers
Social LoginiOS (required), AndroidThird-party login requires Sign in with Apple on iOS
Blank Screen RedirectsiOS, AndroidWhite/blank screens during OAuth flow

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Tips for faster approvals

Test on real devices. Simulators and emulators miss issues that real devices catch. Test on older phones too. Record a demo video. If your app requires setup, login, or special conditions to work, include a video showing the full flow. Reviewers have limited time. Write clear review notes. Both stores have fields for reviewer notes. Use them to explain anything non-obvious. Include test accounts if login is required. Check your metadata. Screenshots should show current UI. Description should match what the app does. Keywords shouldn’t include competitor names. Submit early in the week. Apps submitted Monday through Wednesday often get reviewed faster than Friday submissions. Keep your app simple for first submission. Get approved with core features first, then add complexity in updates. Established apps get more leeway. Handle both platforms separately. Apple and Google have different review processes and timelines. Don’t assume passing one means you’ll pass the other.

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The long game

Rejections feel bad in the moment but matter less than you think. A week from now you won’t remember the rejection. A month from now your app will be live and you’ll be focused on users, not reviewers. Every shipped app has a rejection story. It’s a rite of passage, not a roadblock. Fix the issue. Resubmit. Keep building.