How long does it take to get an app into the app store? Approval Time

Google’s Play Store and Apple’s App Store serve as the primary platforms for developers to share their apps with billions of users. After developing and testing your app, the final step is to publish it on the marketplace to reach real users. Whether you’re aiming to publish an Android app or an iOS app, there’s no instant approval process.

Both Google and Apple review submitted apps against their specific policies to determine if an app meets their standards. Since Apple’s review process is stricter, many developers wonder how long it takes to get an app into the App Store. We aim to address this concern with our insights to guide developers and publishers through the process, helping them smoothly publish their app.

With that said, let’s dive into the topic.

Top Reasons Why Your App Got Rejected on Apple’s App Store

Bugs and Errors

Apple’s quality standards are strict. If your app has crashes or bugs, it’s likely to be rejected. Make sure your app is thoroughly tested and free from errors.

Performance Issues

If your app is slow, laggy, or offers a poor user experience, Apple won’t approve it. Ensure your app runs smoothly.

Broken Links

Apple clearly states that apps with broken links will be rejected. Every link in your app must work. For apps aimed at kids, include a link to your privacy policy. Provide a user support link with updated contact details.

Placeholder Content

Apps with placeholder content leave users hanging. Ensure your app is complete and functional before submission.

Incomplete Information

If your app has a login, provide a demo account. When submitting your app, include all necessary details and up-to-date contact information. If your app requires specific hardware or software, provide the relevant resources.

Inaccurate Descriptions

Be truthful in your app’s description and avoid stuffing it with unnecessary keywords. Descriptions and screenshots should accurately represent your app.

Misleading Users

Your app should deliver what it promises. If you advertise apples, users shouldn’t get oranges.

Bad UI Design

A poor user interface will hurt your chances of approval. Follow Apple’s UI design guidelines closely to avoid rejection.


If your app uses IFDA (Identifier For Advertisers on iPhones), it must display ads properly. Apps that misuse IFDA or display ads without using it might be rejected.

Web Clippings and Content Aggregators

If your app is a hybrid, make sure its web views align with Apple’s device specifications.

Similar Applications

Repeated submission of similar apps might lead to rejection. Apple’s store isn’t interested in filling up with lookalike apps.


Apple focuses on apps that appeal to a broad audience. If your app targets a small niche, it might face challenges in getting approved.

Approval Time

  • Average Time: Generally, it takes 1-3 days for the Apple review team to evaluate your app.
  • Expedited Review: In urgent cases, developers can request an expedited review, which can speed up the process but is not guaranteed.
  • Complex Apps: If your app uses advanced features or requires extensive testing, the review might take longer, often up to 7 days.

Steps to Take if Your App Gets Rejected from the Apple App Store

Figure Out Why

If your app gets rejected, there’s a reason. Check Apple’s feedback to understand the issue and fix it.

Learn from Others

If you can’t find the problem, search online. Many developers have been in the same situation, and their experiences can help you figure out what to do.

Ask for Apple’s Help

Apple might review their decision if you think it’s wrong. Some apps get accepted after an appeal, so reach out and ask for another look.

In-App Purchases

Make sure all in-app purchases go through Apple’s payment system. If your app uses a different payment method, it will likely be rejected.

Encryption Issues

If your app uses unsupported encryption, Apple might reject it. Ensure your app’s encryption is compatible with Apple’s guidelines.

Feature Validation

Apple sometimes wants to know if you can monitor and control how your app is used. You might need to provide backend credentials, feature documentation, or even a video showing this.

Time Taken by the Apple App Store to Accept Your App

get an app into the app store

Apple carefully reviews each app submitted by developers to ensure it meets their guidelines, which focus on the app’s design, content, and functionality. To get your app published quickly, make sure it adheres to Apple’s review standards. The review process helps keep the App Store well-organized and enhances the user experience.

Average Review Times

  • Typical Timeline: Most apps are reviewed within 2 days, but it can vary based on the complexity of your app.
  • Average Cases: About 50% of apps are reviewed within 24 hours, and more than 90% within 48 hours.
  • Check Status: After submission, you can check your app’s review status in the “My Apps” section on iTunes.
  • Expedited Review: If timing is critical, you can request an expedited review.

If Your App Gets Rejected

  • Apple’s Resolution Center often provides specific reasons for rejection. If not, you can politely ask for clarification.
  • To avoid rejection, thoroughly review your app yourself to ensure it meets all guidelines before submission.

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