In this post, we'll share tips to help you submit apps that deliver original ideas to your users. When working on your app, focus on creating interesting, unique experiences that aren't already available. Apps that actively try to copy other apps won't pass review, and accounts that repeatedly submit copycat apps or attempt to impersonate a service will be closed. The rules that prevent copycat and impersonator apps from being distributed on the App Store are described in App Review Guideline 4.1: 4.1 Copycats (a) Come up with your own ideas. We know you have them, so make yours come to life. Don’t simply copy the latest popular app on the App Store, or make some minor changes to another app’s name or UI and pass it off as your own. In addition to risking an intellectual property infringement claim, it makes the App Store harder to navigate and just isn’t fair to your fellow developers. (b) Submitting apps which impersonate other apps or services is considered a violation of the Developer Code of Conduct and may result in removal from the Apple Developer Program.(c) You cannot use another developer’s icon, brand, or product name in your app’s icon or name, without approval from the developer. These requirements help make the App Store both a safe place for people to discover apps and a platform for all developers to be successful. Best Practices Here are three best practices that will help you submit apps that follow App Review Guideline 4.1: 1. Submit apps with unique content and features. People want apps that provide unique experiences. Find areas that aren't currently being served and build compelling apps for those audiences. Do: Create apps that provide a new experience or a unique spin on an existing concept. Design original, delightful interfaces that elegantly meet your user's needs. Don't: Don’t imitate the features and functionality of other apps. Don’t copy the look and feel of other apps, such as using an identical user interface design. 2. Make sure App Store metadata only contains relevant information and content you either own or have permission to use. The metadata provided in App Store Connect is used to populate your app's product page on the App Store. People rely on this metadata to learn about your app and what it has to offer. Leveraging the popularity of another brand or app, either by including irrelevant references or protected content, is misleading and won't help your app succeed. Do: Use engaging, descriptive language to describe your unique app. Create original content that best represents your app, such as screenshots showing the actual app in use. Don't: Don't use protected material you do not have the necessary permission to use, such as app icons that are similar to icons of a popular app. Don’t include irrelevant references, such as popular app names or trademarked terms, in any metadata fields. 3. Provide information that is authentic and verifiable. People want to know the developers behind their favorite apps are who they say they are. It's important to continually review and provide up-to-date information, including the developer or company name listed on your Apple Developer Program account, the Support URL listed on your app's product page, and other helpful information. This will enable your users to contact you when they need help and it will also hinder people who may try to impersonate you, your app, or your service. Do: Make sure all information, resources, and documentation related to your account and apps are current and accurate. Don't: Don’t provide inaccurate information or resources, such as directing people to outdated support pages. Don’t provide fraudulent documentation. Accounts that submit fraudulent documentation will be removed from the Apple Developer Program. Support Incorporating these best practices into your app's development will help you submit apps that follow App Review Guideline 4.1. If you need additional assistance, consider taking advantage of one of the following support options available from App Review: If your submission has been rejected, reply to the message from App Review in App Store Connect and request clarification. Request an App Review Appointment to discuss the results of our review. Appointments are subject to availability, and take place during local business hours in your region on Tuesdays and Thursdays. If you believe your app follows the App Review Guidelines, consider submitting an appeal to the App Review Board. Resources Learn about foundational design principles from Apple designers and the developer community. Learn how to create engaging App Store product pages. Note that apps that violate intellectual property rights are subject to removal through the App Store Content Dispute process. If you believe an app on the App Store violates your intellectual property rights, you can submit a claim.

Here are some tips from App Review for a smooth review experience. We’ve split them into two categories: Before You Submit and After You Submit. We’ve also made an easy-to-follow Submission Guide you can save and reference at any point on your App Store journey. Before You Submit Tips Enable a complete review. Make sure you’ve provided demo accounts or implemented an account demonstration mode before you submit. We’ll need to review the entire app experience, both with and without an account. Provide up-to-date demo account login credentials in the App Review Information section on the app version page in App Store Connect. If your app has multiple account types (such as admin and general users), use the Notes field to provide additional demo account credentials for each account type. If your app requires an authentication code in addition to the login credentials, provide the code in advance in the Notes field. Otherwise, a call may be required to complete the review. Apps that handle sensitive user information, or operate in highly regulated industries, can implement demonstration modes that exhibit full features and functionality while using demonstration data. Use the Notes field in App Store Connect to provide information to App Review. The App Review Information section of App Store Connect includes a Notes field. Provide any information that could be relevant to your submission’s review: Submitting a new app? Tell us about your app's concept, business model, and if your app is designed to only operate in certain locations. Submitting an update? Tell us about what’s changed and where to locate significant new content or features. Connecting to hardware? Attach a video, not a screen recording, that shows both the hardware and the app running on a physical Apple device as they pair and interact. Test your app on physical devices before submitting for review. Use TestFlight to distribute your app for beta testing. App Review evaluates apps the way your users will use them: installed on real devices and connected to networks with real-world conditions. Make sure your pre-submission testing includes running the app on each device platform where it could be used. Users expect the app to function on all the devices where it’s available. TestFlight will help you do quality assurance and beta testing on real devices. Share your beta app with internal testers on your Apple Developer Program account or to external users via an email invite or public link. Configure In-App Purchases for review in the sandbox environment. App Review assesses In-App Purchases in the same sandbox environment Apple provides for testing them. The sandbox lets us use real product data and server-to-server transactions, without incurring any financial charges. Take these steps to prepare your In-App Purchases for review: Accept the Paid Applications Agreement in App Store Connect. Submit the In-App Purchases in App Store Connect that you’d like reviewed. Follow the steps in TN3186: Troubleshooting In-App Purchases availability in the sandbox if your app fails to display your In-App Purchases. Note: In-App Purchases don’t need prior approval from App Review to function in review. Join a Meet with Apple event if you need assistance before you submit for review. Request an App Review appointment through Meet with Apple to chat with an App Review expert about how to prepare for review, ask questions about specific guidelines, and discuss other topics related to the review process. Appointments are subject to availability during your local business hours on Tuesdays and Thursdays. After You Submit Tips Contact App Review if you need assistance with an ongoing submission. If your submission doesn’t pass review and you have questions, contact App Review directly by clicking Reply to App Review in App Store Connect. You’ll receive a reply from a review specialist who’s familiar with your app. You can also use the Reply to App Review message window to request a call with an Apple representative. Include your preferred time and language for the call and we’ll do our best to accommodate your requests. Use the Bug Fix Submissions process to quickly deliver bug fixes and resolve other issues on the next submission. If an update includes bug fixes and is rejected, you will be given the option to resolve the issues on your next submission, as long as there are no legal or safety concerns. App Review will let you know if your submission is eligible by including this note at the top of the rejection message: Bug Fix Submissions The issues we've identified below are eligible to be resolved on your next update. To accept this offer, simply reply to the rejection message in App Store Connect and let App Review know you’ll resolve the issues on the next submission. Share ideas with Apple about how to improve or clarify the App Review Guidelines by submitting guideline feedback. Just as the App Store is always changing and improving to keep up with the needs of customers, the App Review Guidelines may be revised to provide new and updated guidance. If you have ideas for improving or clarifying our requirements you can suggest guideline changes. If your submission was rejected but you believe it follows the App Review Guidelines, consider submitting an appeal to the App Review Board. If your submission didn’t pass review but you have reason to believe it follows the App Review Guidelines, you can submit an appeal to the App Review Board. You can also file an appeal if you think we misunderstood your app or the review was unfair. The App Review Board will contact you as soon as they complete their investigation.

I have submitted my app for review almost 2 weeks ago. I have been eagerly awaiting it but did not hear back. I have also expedited a week ago with no luck. How can I expedite the review? Thank you.

Hello, We’re facing a long delay with our app review and would appreciate any advice. We submitted our app for review and have been waiting for over 2 weeks with no updates at all — no approval, no rejection, and no request for more information. Since we weren’t sure what was happening, we looked into it and found that sometimes apps can get stuck in the review queue. Based on that, we decided to cancel the submission and submit it again. It has now been 2 more days since resubmitting, and there is still no response or progress. At this point, we’re not sure if this delay is normal or if there might be an issue on our side. App details: App Name: Autoskop Has anyone experienced something similar recently?Is there anything we can do to speed up the process or get clarity from Apple? Thank you.

Hi everyone, I’m currently experiencing unusually long review waiting times and wanted to ask if others see the same behavior this week. My situation: • App Store update has been in “Waiting for Review” significantly longer than usual • A newly submitted build also seems stuck • TestFlight processing is slower than I normally see • Expedited review request and contact attempts didn’t change the status so far What confuses me is that I still see other apps receiving updates, so I’m unsure whether this is a broader review delay or something submission-specific. I’m not trying to escalate anything — just looking to understand if this is currently affecting more developers. Would really appreciate hearing about your recent experiences. Thanks and good luck to everyone waiting 🙂

My app has been in waiting for review for 17 DAYS!!! i have sent them an email as well but no reply. is anyone else having this issue. My apps are 6758357560 (WeatherGopher) and 6758757798 (Sentinel: Anti-Theft Alarm)

Hello Apple Developer Support, My app has been stuck in “Waiting for Review” since February 7, and I have submitted multiple inquiries without receiving any response. This delay has now become extremely concerning. Missing a planned launch due to an indefinite review timeline is very difficult for independent developers. If there is an issue with the submission, I would appreciate clear communication. If there are review delays, transparency would help us plan accordingly. I respect the review process, but the lack of updates after this amount of time is frustrating. I would sincerely appreciate clarification on the status. I kindly ask for a specific and personalized response regarding my case, as my previous inquiries received only general or automated replies without addressing the actual issue. Thank you.

Hi All, We are facing App Rejection from Apple due to this - Guidelines 5.1.1(i) - Legal - Privacy - Data Collection and 5.1.2(i) - Legal - Privacy - Data Use Issue Description The app appears to share the user’s personal data with a third-party AI service but the app does not clearly explain what data is sent and identify who the data is sent to before sharing the data. Apps may only use, transmit, or share personal data after they meet all of the following requirements: Disclose what data will be sent Specify who the data is sent to Obtain the user’s permission before sending data Identify in the privacy policy what data the app collects, how it collects that data, all uses of that data, and confirm any third party the app shares data with provides the same or equal protection Next Steps If the app sends user data to a third-party AI service, revise the app to explain what data is sent and identify who the data is sent to before sharing personal data with a third-party AI service. If it does not already, the app’s privacy policy must also identify what data the app collects, how it collects that data, and all uses of that data, including if it is shared with a third-party AI service. If the app does not send user data to a third-party AI service or does not include a third-party AI service, reply to this rejection to confirm and add this information to the App Review Information section of App Store Connect. We have updated on privacy policy and ATT as well as Nutrition Labels and we have added a consent screen for explicitly taking the user consent for AI Services. However we are still seeing the rejection. Has some else faced a similar issue and what are the steps they followed for this.

Hello, I hope you’re doing well. I recently submitted a new app (App ID: 6759405609), which is currently in “Waiting for Review.” I understand that review times can vary, and I truly appreciate the work the review team does. My first app took almost a week to be reviewed, so I was wondering if timelines are currently similar across the board or if they may vary depending on factors like app category or developer history. I have a launch commitment with a client scheduled for this Monday, so I’m simply trying to plan accordingly and set realistic expectations. Any insight would be greatly appreciated. Thank you very much for your time. Kindest regards, Jose Rodriguez

Hello Apple Team, Please, we need you to come back to the level of support and consistency we used to have. Right now, the review process and the assistance we’re receiving don’t reflect the standards we’ve known from Apple. Developers don’t deserve this style of support; long waits, unclear rejections, and no real answers. We rely on the App Store to run our businesses, and we simply need the professionalism, clarity, and responsiveness that Apple was always known for. Please help bring that quality back. We deserve better Thank you.

I have created an app with one subscription for one year. The subscriptions was rejected for more as 3 time. But I don't know, what I must do. No description or no email from apple. Only I can see "developer action is needed". I have changed the name of the subscription group, I have changed the localization. but also it was rejected. I have resubmitted an app version with text, that the subscription to checked. but the app was distributed only the subscription. the text was ignored. now the state for the group localization is in waiting for review. but, the subscription under the subscription group is approved. what can I do?

Hello, We’re facing a long delay with our app review and would appreciate any advice. We submitted our app for review and have been waiting for over 2 weeks with no updates at all — no approval, no rejection, and no request for more information. Since we weren’t sure what was happening, we looked into it and found that sometimes apps can get stuck in the review queue. Based on that, we decided to cancel the submission and submit it again. It has now been 2 more days since resubmitting, and there is still no response or progress. At this point, we’re not sure if this delay is normal or if there might be an issue on our side. App details: App Name: Autoskop Platform: ios Has anyone experienced something similar recently?Is there anything we can do to speed up the process or get clarity from Apple? Thank you.

Hey team! I’m trying to request an expedited review for an app launching on the 24th of this month, but I’m unable to proceed. The request that fetches the apps for the selected organization is failing with a 500 error, even though it still returns the list of apps. I’ve tried clearing my Chrome cache and also attempted the same process in Safari, but the issue persists in both browsers. Has anyone run into this before or knows how to get around it?

Hello, I’m hoping to get some guidance regarding a submission that appears to be delayed. We submitted our iOS app on February 1, 2026, and it has remained in “Ready for Review” status since then (currently February 20). For context: • Initial submission: February 1, 2026 • Support case opened: February 9, 2026 • Expedited review requested: February 18, 2026 • Current status: Still “Ready for Review” We understand review timelines can vary, and we appreciate the work of the App Review team. However, given the length of time in queue and the lack of status changes, we wanted to confirm that the submission is active and not blocked or requiring additional information from our side. We have not received any rejection, clarification request, or indication that further documentation is needed. If anyone has experienced a similar delay or can advise on next steps, we would greatly appreciate it. Thank you in advance.

Hello, I have an iOS application that has been submitted for review and is currently in the “Waiting for Review” state. App details: App Name: Fato Platform: iOS Version: 1.2.6 Submission date: February 10 Current status: Waiting for Review This update includes significant UI and user experience changes following previous App Review feedback, including a custom-built interface and updated metadata. The app has been waiting for review for several days without moving to “In Review,” and I wanted to ask if this duration is expected for apps with prior review history, or if there is anything additional I should check from my side. I have already submitted an expedited review request and opened a Developer Support case, and I would appreciate any general guidance on expected timelines or next steps. Thank you in advance.

More than 2 week's ago submitted 3 apps, and it's still stuck on "In Review" status with zero updates. No updates in statuses. No updates from email support Apple Team. We create some tickets on support tab, but no updates from Apple Team. Apple’s review process usually isn’t this slow, so I’m starting to wonder if something’s broken on their end… Would appreciate any insights or updates from others who’ve managed to get through this too!!! Can you please help us to resolve this issue?

My app update has been in "Waiting for Review" since January 31. This is my second post here, as it appears the App Review team is monitoring these posts, and this is the only place where I’ve seen direct responses. I’ve submitted multiple support requests and called Apple Developer Support several times, but they can only leave messages for the App Review team, which remain unanswered (support case ID: 102819325365). I also requested an expedited review — with no response. This update is urgent for my app and my team. We are currently blocked and losing revenue each day. I would greatly appreciate any information on how much longer this might take, or whether it is worth continuing to wait.

Hi everyone, I'm currently experiencing an unusually long time for my app to be reviewed. I'm curious to know if other people are experiencing the same problem, since I don't remember it ever taking this long for a submission to be reviewed. I first submitted my app for review on February 9th, and resubmitted it on February 16th (one week later), requesting an expedited review. On the 18th, I contacted support (2 days ago). I still haven't had any changes to my submission, and haven't heard from support either. A client of mine has had their submissions reviewed as usual. I'm not sure if there's a specific issue with mine that's causing the delay. I haven't found any phone numbers I can call, and I'm quite anxious about this because we are trying to fix a critical bug, and all our campaigns are on hold until we fix this. Has anyone experienced this before? How did you get it resolved? Any help is greatly appreciated 😊

Hey Apple Developer Community, We have been on the app store for 7 years now. Our latest app submission was rejected under Guideline 4.3(a) "app shares similarities in binary, metadata, and concept with apps submitted by other developers, with only minor differences." Even after multiple reviews, the reason for rejection is the same. "We still found that your app shares a similar binary, metadata, and concept as apps submitted to the App Store by other developers, with only minor differences. Since we do not accept spam apps on the App Store, we encourage you to review your app concept and submit a unique app with distinct content and functionality." Our app has been developed in-house and we own the entire source code. And Apple won't tell us which app this is similar to. Do they expect us to discover that? We have already filed an appeal with the App Board. Has anyone been in a similar situation? What's the best way to resolve this? Any support here will be much appreciated.

My first app uploaded but it is stuck waiting for review for 2 weeks now. I am not sure what to do. It is very frustrating and not clear…