How the review works
Before appearing in the stores, every app and every update is checked. Apple combines automated checks and human reviewers; Google relies mostly on automated checks, with manual reviews for doubtful cases.
If there is a problem you receive a message naming the rule that was not met: you can fix it and submit again, or appeal the decision if you think it is wrong.
The most common reasons
- Incomplete or unstable app: crashes, empty screens, placeholder text, broken links. It is the most frequent reason.
- Reviewer cannot sign in: if a login is needed, a working, pre-filled test account must be provided.
- Privacy not in order: missing or unreachable privacy policy, data declarations that differ from what the app really does, permissions requested without a clear reason.
- Accounts without deletion: on iOS, if the app lets people create an account it must also let them delete it from within the app.
- Payments: digital content and features sold in the app must use the store's in-app purchases, with its fees; physical goods and services follow different rules.
- Sign-in with other services: if you offer sign-in with external accounts, Apple requires an alternative that respects the user's privacy. The rules change over time: check them at every submission.
- Little more than a website: an app that is just a web page in a frame, with no features of its own, can be rejected.
- Misleading listing: screenshots that do not show the real app, other brands' names, keywords stuffed in.
A checklist before you submit
- Test the app on real devices, not just the simulator, also offline and on a slow network.
- Go through every screen and every button: no half-finished features.
- Prepare a test account and notes for the reviewer about the less obvious features.
- Publish the privacy policy online and link it in the listing.
- Check that the data declarations (Apple's privacy details, Google's «Data safety») match what the app collects.
- Ask for permissions (camera, location, notifications) only when needed, explaining why.
- Use real screenshots and an accurate description.
If a rejection arrives
Read the rule that is quoted carefully: it often already says what to change. Reply in the store's message centre or fix the app and submit a new version; resubmitting without changing anything does not help.
If you are convinced the decision is a mistake you can appeal. For newly created personal Google Play developer accounts, closed testing is also required before publication: check the up-to-date requirements in the Play Console.
What our package covers
Publishing is included in the app packages: iOS from €4,500 and Android from €4,200. The final review is up to Apple and Google and does not depend on us; if the app is rejected for specifications already included in the package, we help with the changes and the resubmission at no extra cost.
For the cost of the store accounts read how much it costs to publish an app.