Common App Store Rejection Reasons (and How to Avoid Them)

Short answer: Creator and subscription apps most often get rejected for missing or misleading subscription details on the paywall, selling digital content outside Apple's in-app purchase where it's not allowed, broken purchases or no restore button, too little functionality (a "website in an app" or a video list), template or white-label concerns, no in-app account deletion, incomplete privacy disclosures, and no demo account for the reviewer. Nearly all of these can be prevented with a pre-submission checklist.

App Review rarely sinks an app, but it can delay a launch you've already announced to your audience. Here are the guidelines that come up most often for creator apps, with guideline numbers so your developer can look them up. Apple updates its guidelines regularly, so always check the current version.

1. In-app purchase rules (Guideline 3.1.1)

Digital content and subscriptions used inside the app, like workout programs, premium features and video libraries, generally must be sold through Apple's in-app purchase. Common problems:

• Unlocking digital content with a code bought on your website, without offering in-app purchase
• Buttons or language steering users to cheaper web pricing in regions where that isn't allowed

The rules on linking to web checkout have changed in some regions, including the US, in recent years. See web checkout vs. in-app purchase and check the current guidelines for each storefront you sell in.

Exception to know: real-world, one-to-one services, such as live personal training or coaching delivered by a person, may be sold outside in-app purchase. The boundaries are specific, so read them carefully.

2. Subscription disclosure (Guideline 3.1.2)

The paywall must clearly show:

• The subscription name, length and price
• What's included
• How a free trial converts into a paid subscription
• Links to your terms of use (EULA) and privacy policy

Also include a Restore Purchases button. Hidden prices, tiny trial terms or confusing layouts are frequent rejection reasons. (Paywall conversion covers how to be clear and convert well.)

3. App completeness (Guideline 2.1)

• Broken in-app purchases in the sandbox environment. Test on a real device before submitting.
• Crashes or placeholder content ("Lorem ipsum," "Coming soon" screens)
• No demo account. If your app needs login, give the reviewer working credentials, and make sure the account has content to see.

4. Minimum functionality (Guideline 4.2)

Apple rejects apps that are basically a website wrapped in an app, or a thin content feed with little interactivity. A workout library alone can sometimes fall into this category. Interactive features avoid it: workout players with logging, progress tracking, personalised plans and reminders. (MVP features)

5. Spam and template apps (Guideline 4.3 and the template rules in 4.2.6)

Apple restricts apps generated from commercialised templates. Generally they're allowed when submitted by the content owner's own developer account, and duplicate or near-identical apps are not. This matters most for white-label platforms. (Custom vs. white-label)

6. Account deletion (Guideline 5.1.1)

If users can create an account in your app, they must be able to start deleting that account from inside the app. A "contact us to delete" email isn't enough.

7. Privacy (Guidelines 5.1.1 and 5.1.2)

• Privacy policy linked in App Store Connect and inside the app
• Accurate privacy "nutrition labels" covering every data type collected, including by third-party SDKs like analytics and ads
• Privacy manifests for required SDKs
• App Tracking Transparency prompt if you track users across apps or websites
• Health data (HealthKit) used only for health and fitness purposes and not shared for advertising

8. Health and fitness claims (Guideline 1.4.1)

Avoid unproven medical claims ("cures," "guaranteed weight loss"). Apps that measure health metrics should be accurate about what they can and can't do. Frame outcomes responsibly.

9. User-generated content (Guideline 1.2)

If your app has a community feed, comments or chat, you need: a way to filter objectionable content, a way to report content and users, a way to block abusive users, and published contact information. Plan this before adding community features.

10. Sign in with Apple (Guideline 4.8)

If you offer third-party social logins (Google, Facebook and so on), you generally must also offer Sign in with Apple or an equivalent privacy-focused option.

Pre-submission checklist

• Purchases and restore tested on a real device in sandbox
• Paywall shows price, period, trial terms, terms and privacy links
• Demo account with content, provided in review notes
• In-app account deletion works
• Privacy labels and manifest match every SDK
• No placeholder content, debug menus or test data
• UGC moderation (report and block) if there's any community feature
• Review notes explain anything non-obvious, like how to reach the paywall or what a feature does

What if my app gets rejected?

Read the message carefully. It names the guideline. Fix what's asked, then reply in Resolution Center with a clear explanation. If you believe the reviewer misunderstood, explain politely with screenshots, or request a call. Most rejections are resolved within a few days.

FAQ

How long does App Store review take?

Most reviews complete within a day or two. First submissions and apps with new in-app purchases can take longer.

Why was my fitness app rejected for minimum functionality?

Usually because it looked like a content library or a website in an app. Adding interactive features like workout logging, progress tracking and personalised plans typically fixes it.

Can I sell my workout programs on my website and unlock them in the app?

It depends on the region and current rules. In some regions, including the US, apps can now link to web purchases, but the rules differ by country and change over time. See web checkout vs. in-app purchase.

Does Google Play have similar rules?

Similar in spirit: payments policies, account deletion, data safety disclosures and UGC moderation. The details differ, so check both stores' current policies.