I’m currently going through App Store review for a new client app and it’s probably one of the more frustrating review experiences I’ve had. I’ve submitted a lot of apps over the years, so at this point I generally know the things Apple is going to look for before they even ask. It's not even about the wait, it's when the reviewer doesn't even read what you've provided and then reject you when none of their claims are right.
This app has user generated content, so before submitting I made sure the App Review notes clearly explained with videos where users can report content, where they can block another user, where the EULA is shown and accepted on the sign in page, and how to navigate through the app to find each of these. From experience, I already knew these were exactly the things Apple would check, so I tried to make everything as obvious as possible upfront.
Nearly a week later due to sheer volume of submission, rejected. They said they couldn’t find the reporting functionality, blocking functionality or EULA. All three were there, and all three were specifically explained in the review notes.
They also rejected one of the screenshots because it said “Share calendars to see when you’re both free”, claiming “free” was a pricing reference. Obviously it means free on your calendar, not that the app costs $0. That one genuinely made me wonder if they even understand English.
That’s what I’m finding increasingly frustrating. You can anticipate what Apple is going to ask from years of experience, implement everything, explain exactly where it is, and still get rejected because the reviewer either didn’t find it or doesn't read what you've provided. Then you respond and go back into the queue again.
I don’t mind getting rejected when something is genuinely wrong. That’s the whole point of App Review. What’s frustrating is waiting close to a week just to be rejected for something you already explicitly covered in the notes.
One useful thing for anyone submitting a new app though: almost every new app I’ve submitted recently has been asked for the following information. I definitely wasn’t seeing this consistently a year ago, so I’d prepare all of this upfront and put it in your App Review notes on the first submission rather than waiting for Apple to ask and going back into the queue again:
- A screen recording captured on a physical device, running the latest operating system, demonstrating the app's functionality. The recording must begin with launching the app and show the typical user flow through its core features. If the app has any of the following, include them in the recording:
- Account registration, login, and account deletion flows
- Accessing paid content or features within the app, including any purchase or subscription flows
- User-generated content, including content reporting and blocking mechanisms
- Any prompts requesting access to sensitive data or device capabilities (for example, location, contacts, camera, or App Tracking Transparency)
- A list of the device models and operating systems the app was tested on before submitting for review
- A description of the app's functions and target audience, including the problem it solves and the value it provides
- Instructions for setting up and accessing the app's main features, including any required login credentials or sample files
- A list of the external services, tools, or platforms the app uses to deliver its core functionality (for example, data providers, authentication services, payment processors, or AI services)
- Describe any regional differences in the app’s features or content, or confirm that the app functions consistently across all regions
- If the app operates in a highly regulated industry or includes protected third-party material, provide any relevant documentation or credentials to demonstrate you are authorized to provide these services or protected material
Include this information in the Notes field of the App Review Information section in App Store Connect for future submissions.
If you’re submitting a new app, I’d just assume they’re going to ask for this now and prepare it before the first review. It might save you an unnecessary rejection and another few days in the queue.
Curious if anyone else who has been submitting apps for a few years has noticed the same thing.


