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Apple App Review Guidelines

Pavlos Kaimakis
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Overview

This article focuses on the review process of Apple before publishing an iOS app. It will help you understand the differences between a good and a bad app and it will also assist you in identifying the Go/No-Go guidelines. 

Introduction

iOS App Review Process

Apple's approval guidelines are extremely strict. As a result, we set down specific limitations to help the customers get their app approved. When you submit an iOS app on the CMS platform, the app needs to pass our internal review process and only then it will be uploaded on the Apple Store.

Tip: Pay special attention to Guidelines 4.2.6 and 5.2.1

Once an iOS app is uploaded and reaches its waiting status "Waiting for Review", it is in Apple's hands already. Generally, Apple will begin its review within 3-5 business days. If they approve the app, it will be released and will become available to download through the App Store.

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iOS Publishing: Good Apps vs. Bad Apps

Good Apps Bad Apps
  • The first 5 features must not have a website, info tier or PDF features.
  • No blank content.
  • No references to Android Devices.
  • Not a mobile app company.
  • Must not fall under Apple's no-go industry. 
    Examples: An app made for a mobile app company, apps directed for sales and marketing only, single events.
  • RSS features are populated.
    • Website features all redirect to the proper location.
    • News Feed feature has content.
  • Not aesthetically pleasing.
    Example: Pixelated and overlapping images.
  • Not functioning properly.   
  • Your app cannot solely be an app for mobile app sales and development. In the review process, Apple will reject apps when they see and recognize this.
  • The current images on the home screen display mobile devices that are not Apple products.
  • Not functioning properly. Check each feature to make sure they are set up properly.

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Apple's No-Go Guidelines

  • App Company Apps:
    For example, your new app company's name is Mobile App Masters and you want to create the "Mobile App Masters App". There is no way Apple will approve it since it's purely marketing in nature. As a result, we will not upload it.
  • Wedding or Personal Event Apps:
    Apple will never approve an app for a wedding or any other personal event. It holds no long-term value in the marketplace, and after the event is over, it will most likely never be used again. Apple does not want unused apps floating around the App Store.
  • Adult Content Apps:
    An app with overt adult themes, nudity, or questionable content will never be accepted. This includes apps for gentlemen's clubs, escort services, adult entertainers, etc.
  • Apple apps cannot be solely marketing in nature, meaning the app cannot simply list your services or products. There must be a useful function to the app that compels users to revisit it often.

Apple's Go Guidelines

  • There must be a useful function to the app that compels users to revisit it often.
  • Apps must contain dynamic content and integrate with iOS's native features.
Important: For further information, please refer to the Tips On Getting Your App Approved By Apple KB article.

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