Apps “In Review”: How Long Does App Store Approval Take

After creating an app, you need to get it published in your preferred app store. Previously, we’ve discussed Google Play pending publication issue. Then, how long does it take for an App to be approved on Apple App Store? What to do if your app has been “In Review” for a long time? What to do if your app gets rejected? We answer all these questions.

How Long Does It Take for an App to Be Approved On Apple App Store?

From Apple “App Review” guidelines:

“Once you’ve submitted your app for review, you can view its status in the My Apps section of App Store Connect or on the App Store Connect App for iPhone and iPad. Review times may vary by app. On average, 50% of apps are reviewed in 24 hours and over 90% are reviewed in 48 hours. If your submission is incomplete, review times may be further delayed or your app may be rejected. Once your app has been reviewed, its status will be updated and you will be notified.”

Typically, 50% of apps on the app store get reviewed within 24 hours and 90% in 48 hours. In some exceptional cases, the app store may take 4 to 5 days in approving an app. Make sure you go through App Store’s App Store Review Guidelines to prevent your app from getting rejected.

If you need an urgent approval or have some critical timing issue, you can request for expedited app review. Please keep in mind that expedited app review can only be used when you face extenuating circumstances, such as fixing a critical bug in your app or releasing your app to coincide with an event you’re directly associated with.

What to Do If Your App Has Been “In Review” For A Long Time

If your app or game has been stuck “In Review” for more than 7 days and no any feedback from Apple, you can try to cancel the submission and re-submit it.

This method always works for me, but some developers in Apple forum don’t have the same good luck.

If this method doesn’t work, you can contact Apple.

Also, if your app is rejected by Apple from time to time, you may need to wait for a long time. So keep reading to learn how to avoid app rejection on App Store.

How to Avoid App Rejection on App Stores?

First of all, you need to read the Apple’s App review guideline fully and carefully. Here we listed 10 most common reasons why your app could be rejected by Apple. To avoid app rejection on App Store, you need to avoid following mistakes in your app.

App Rejection on App Stores

1. App Completeness

According to Apple, over 40% of app rejections are for Guideline 2.1 – Performance: App Completeness. When you summit your app, make sure to include:

  • Your contact details
  • The title, description, specifications, and other details about the app
  • Categorization information
  • Special configuration notes
  • Demo video if there’s something regarding hardware or software you have to explain

2. Objectionable Content

Apps should not include content that is offensive, insensitive, upsetting, intended to disgust, in exceptionally poor taste, or just plain creepy. Some social or dating app are rejected by overtly sexual or pornographic material.

3. Accurate Metadata

Customers should know what they’re getting when they download or buy your app, so make sure all your app metadata, including privacy information, your app description, screenshots, and previews accurately reflect the app’s core experience and remember to keep them up-to-date with new versions.

Your app description must have detailed information about your app. And, the screenshots in the app must convey your app functionality. Mention the relevant keywords in the description and avoid unnecessary keyword stuffing.

4. Mentioning Other App Platforms

If it’s clear the app wasn’t built strictly for iOS, you’re going to have a difficult time getting it approved. In other words, don’t mention Android apps or any other platforms. And, when creating screenshots for the store, make sure they come from iOS devices.

5. Payment System

If your app takes payments to unlock functionality or allow the user to download digital content, transactions must go through the official Apple in-app purchasing system.

6. Privacy

Apple has a very strict privacy policy requirement for all apps that appear in the iOS app store. Specifically, this includes:

  • Placing a privacy policy statement in your metadata
  • Providing an explanation of your data retention policies
  • Enabling users to withdraw consent to data collection, among other things.

7. Crashes and Bugs

As you can imagine, Apple doesn’t take too kindly to apps that contain explicit bugs or full-out system failures. If your testing of the app demonstrates an unstable performance and ongoing crashes, get that fixed first before submitting for review.

8. Poor UI

Before designing your app, get up to speed with Apple’s Human Interface Guidelines. They’ll provide you with a good baseline on how to properly design a user interface that leads to good results.

9. You Copied Another App

You need to make sure that your app is unique, it’s new, it’s fresh. Of course, there is no harm in taking an existing an idea and improving on it, but blatantly copying another app is going to get rejected by Review Team.

10. Having Hardware and Software Compatibility Issues

Apps that encounter any sort of compatibility issue with the most up-to-date systems have a very high chance of being rejected. Your app should be able to run on applicable devices like the iPad or iPhone. Any app that uselessly eats up the resources of a device or causes it to overheat may also merit a rejection from Apple.

Final Thoughts

Typically, the App Store review time takes anything between 12 to 48 hours. But sometimes, it may take much longer than that. Be patient and await the verdict.

In case you should get rejected, Apple will also let you know the reasons for the same. This will let you know exactly what went wrong and how you can fix it in your next try. 

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