What Are the Apple App Review Guidelines?
The Apple App Review Guidelines are the official rules that every iOS, iPadOS, macOS, watchOS, tvOS, and visionOS app must follow before it can appear on the App Store. Apple's review team evaluates every app submission (and every update) against these guidelines. If your app fails to comply, it gets rejected.
As of 2026, Apple has organized the guidelines into five major sections, each covering a distinct area of compliance.
The Five Sections
1. Safety
Apple prioritizes user safety above everything else. This section covers:
- Objectionable content - Apps must not include content that is offensive, insensitive, or inappropriate
- User-generated content (UGC) - Apps with UGC must include a reporting mechanism, content filtering, and the ability to block users
- Physical harm - Apps must not encourage dangerous activities
- Developer information - Your contact details must be accurate and accessible
2. Performance
Your app must work reliably:
- Completeness - No beta labels, test data, or placeholder content in production
- Bugs - Apps that crash or have serious bugs will be rejected
- Metadata - Your screenshots, description, and previews must accurately reflect the app experience
- Hardware compatibility - Support the stated device types properly
3. Business
This section governs how you make money:
- In-app purchases - Digital content and subscriptions must use Apple's IAP system
- Subscriptions - Must clearly explain terms, trial duration, and renewal pricing
- Free apps - Cannot lock core functionality behind an unreasonable paywall
- Advertising - Ads must not interfere with app navigation or simulate system alerts
- Apple Pay - Must follow Apple Pay guidelines when implemented
4. Design
Apple enforces design quality standards:
- Copycat apps - Your app must offer a unique experience, not clone another app
- Minimum functionality - Simple websites wrapped in an app shell will be rejected
- Extensions and widgets - Must serve a clear purpose and follow extension guidelines
- Apple system features - Must integrate properly with notifications, Siri, and other system capabilities
5. Legal
Compliance with laws and Apple policies:
- Privacy - Must include a privacy policy and comply with data collection rules
- Intellectual property - Do not infringe on trademarks or copyrighted material
- Gaming and contests - Gambling apps must be geo-restricted and properly licensed
- VPN apps - Must use the NEVPNManager API and come from enrolled organizations
The Review Process in 2026
When you submit an app or update:
- You upload through App Store Connect
- Apple's automated checks run first (crashes, private API usage, metadata issues)
- A human reviewer tests the app (typically within 24-48 hours)
- You receive an approval or a rejection with specific guideline references
Average review time in 2026 is around 24 hours for most submissions, though complex apps or resubmissions may take longer.
Tips for a Smooth Review
- Read guideline 2.1 carefully - Incomplete apps are the number one rejection reason
- Test on real devices before submitting
- Provide demo credentials if your app requires login
- Write clear reviewer notes explaining any non-obvious functionality
- Do not mention competing platforms (Android, Windows) in your screenshots or description
- Respond to rejections professionally - The review team is more helpful when you communicate clearly
Key 2026 Updates
- Privacy manifests are now mandatory for all apps (see guideline 5.1.2)
- Apps must declare all required reason APIs with valid reasons
- The iOS 26 SDK requirement applies to all new submissions starting fall 2026
- Notarization requirements have expanded for sideloaded apps in the EU
What Happens When You Disagree
If you believe a rejection was incorrect, you can reply directly through the Resolution Center in App Store Connect. If that does not resolve the issue, Apple provides a formal App Review Board appeal process.