App Store Rejections Are More Common Than You Think—Here's How to Avoid Them

When we submitted our first iOS app to the App Store, we were confident. The UI was polished. The code passed all tests. The beta users loved it.

Then we got this:

“Your app has been rejected for non-compliance with App Store Review Guidelines 4.2.2.”

No explanation beyond a vague link to a 70-page document. It felt like hitting a brick wall at full speed.

And the worst part? We weren’t alone.

Over the past few years, we’ve helped dozens of startups and enterprises navigate this exact problem—unexpected, confusing, and often avoidable App Store rejections.

If you’re planning to launch an app or are already wrestling with a rejection email, keep reading. I’m going to break down what we’ve learned the hard way—so you don’t have to.

The Reality: Apple’s Review Process Is Tough (for Good Reason)

Apple treats its ecosystem like a gated community. Not everyone gets in—and those who do need to follow the rules. It’s part of what keeps the App Store clean, safe, and user-friendly.

But for developers, this means one missed detail can kill your release.

And when you’re tight on deadlines or investor expectations, even a 48-hour delay feels like a crisis.

Think of it like this:

• Your app is the product.

• Apple is the gatekeeper.

• And users are Apple’s customers.

If Apple thinks your app creates friction, risk, or confusion for their users, you’re out.

The Most Common Rejection Reasons (We’ve Seen Them All)

Let’s unpack the most frequent causes of rejection we’ve encountered while working on client apps (and fixing our own missteps):

1. Inaccurate Metadata

We once helped a meditation app that got rejected because their screenshots showed premium features not available in the free version. Apple flagged it as misleading.

Tip: Your screenshots, description, and app name must reflect what the user sees on first launch. No exaggerations. No bait-and-switch.

2. Missing Privacy Disclosures

Another time, a fitness tracker we developed was rejected because it collected location data but didn’t explain why in the privacy policy.

Tip: Be upfront. If your app collects location, contacts, or health data, say exactly why—and how it’s used. Transparency builds trust (and compliance).

3. Broken Login or Onboarding Flows

Sounds obvious, but you’d be surprised how many apps break here. In one client case, a sign-up API failed intermittently. Reviewers couldn’t create an account. Rejected.

Tip: Always test your login and onboarding flows on clean devices before submission. Assume the reviewer is using your app for the first time (because they are).

4. Design Guideline Violations

Apple is serious about UI standards. One app we worked on used a custom swipe gesture that conflicted with the iOS system gestures. It was flagged as a poor user experience.

Tip: Follow Apple’s Human Interface Guidelines. If you’re doing something unconventional, explain it in your App Review Notes.

5. Unclear In-App Purchase Implementation

We’ve had apps rejected because the in-app purchase items didn’t match what was listed on the backend. Even slight mismatches can trigger red flags.

Tip: Make sure your pricing, product IDs, and purchase flows match exactly. Test in the sandbox. Then test again.

The Hidden Costs of Getting Rejected

According to Business of Apps, the average cost of developing an iOS app in 2024 ranged between $45,000–$120,000.
Now imagine spending that, only to be blocked because of a metadata mismatch or broken onboarding flow.

A Sensor Tower study found that over 30% of first-time app submissions are rejected—and for indie developers, rejections lead to an average 8-day delay in going live.

That delay can lead to:

• Lost marketing momentum

• Delayed investor updates

• Team frustration

• Burned launch budget (especially if paid ads are pre-booked)

What We Do Now (So You Can Too)

After years of shipping apps, we’ve created a simple, repeatable checklist that helps us avoid 95% of common rejection pitfalls. Here's a simplified version:

• Test all features on a clean device

• Review Apple’s latest App Store Guidelines

• Use only approved APIs

• Include detailed App Review Notes for anything unusual

• Be 100% transparent in your privacy disclosures

• Submit metadata and screenshots that match actual app behavior

• Double-check IAPs, links, and external URLs

• Monitor submission status and respond to reviewer questions fast

This may sound like overkill, but trust me—it saves time, money, and sleepless nights.

If You’re Already Rejected—Don’t Panic

Rejection doesn’t mean failure. We’ve helped clients turn around rejections in under 48 hours. In most cases, Apple’s review team is responsive if you give them clarity.

Here’s what usually works:

• Read the rejection reason like a detective. Every word matters.

• Replicate the problem on your own. Re-test flows like a new user.

• Fix or clearly explain the issue. If it’s a misunderstanding, submit supporting material.

• Use the Resolution Center. Be polite, specific, and provide a test account if needed.

Final Thoughts

Here’s the mindset shift that changed everything for us:

The App Store review isn’t a hurdle. It’s your first real user test. If your app can’t pass Apple’s expectations, it probably won’t delight your users either. That’s why we now build App Store compliance into our development process—not as an afterthought, but from day one.

At Bluell, we help startups and teams across Sweden get their apps approved the first time. Book a Free App Launch Review and let’s make sure your app doesn’t hit the same walls we did.

I have published this article on LinkedIn, and I'm sharing it here for educational and informational purposes only.

https://www.linkedin.com/pulse/app-store-rejections-more-common-than-sz9bf/?trackingId=Me3u0txc6zldsF28bAE73g%3D%3D