On average, Apple rejects nearly 40% of initial App Store submissions annually. Understanding their logic and the focus areas for 2024 can save you weeks of waiting.

1. Performance is the Lifeline (Guideline 2.1)

Over 40% of rejections are due to "Bugs or Crashes."

• Thorough Self-Testing: You must stress test on actual devices (not just simulators) before submitting.
• Placeholder Check: Reviewers hate seeing placeholder text like "Lorem Ipsum." Ensure every page has real content and no "coming soon" shells.
• Connectivity: Ensure the app handles network errors gracefully, even in poor connectivity, rather than spinning infinitely.

2. Privacy Compliance: A Major Target in 2024 (Guideline 5.1)

Apple's focus on user data protection has reached an all-time high.

• Privacy Policy URL: Must be provided both within the app and in App Store Connect.
• Permission Descriptions: When requesting access to the camera or location, your purpose string must be clear. For example, instead of just saying "We need camera access," say "We need camera access to scan QR codes."
• Single Sign-On: If you integrate social logins like Google, you must also include Sign in with Apple, unless your app is a niche third-party account manager.

3. Design and Minimum Functionality (Guideline 4.0)

Apps that are just WebView wrappers or have extremely simple functions will be rejected for not being "unique enough."

• Native Experience: Even when using cross-platform frameworks, ensure the app follows iOS swipe-back habits and interaction logic.
• Offline Capability: Even for purely online tools, the app should be able to show basic UI or cached content when offline.

4. Business Models and Payment Security (Guideline 3.1)

Don't try to bypass Apple's commission.

• Digital Content Must Use IAP: eBooks, memberships, and premium features must use Apple's In-App Purchase system.
• Hide External Links: Phrases like "Buy cheaper on our website" are strictly prohibited and will lead to instant rejection.

5. Communication Tips During Review

• Detailed Notes: In the submission notes, provide a test account and password. If the app requires a specific environment (like smart hardware), provide an operation video link.
• Responding to Rejections: Don't argue immediately if rejected. Read the guidelines carefully first. If it's a clear misjudgment, provide evidence politely for appeal; if it's a violation, fix it honestly and resubmit.

6. Use a Checklist System

Verify everything one by one before submitting.

[!TIP] Try our App Launch Checklist. It's built entirely on the latest Apple review guidelines to help you avoid common pitfalls.