Shipping your app isn’t the finish line—it’s the starting gate. In 2025, passing App Store and Google Play review on the first try demands more than a polished UI. You need airtight privacy disclosures, clean billing flows, accurate metadata, and a build that behaves well across devices and regions. This guide distills the official review guidelines into a practical, up‑to‑date compliance checklist you can run before every submission—so you ship faster, avoid costly rejections, and protect your store rankings.
App Store Review Guidelines 2025: what matters most
Apple’s App Store Review Guidelines focus on safety, performance, business model compliance, design quality, and legal requirements. Expect reviewers to test real features, verify account and login flows, scout for placeholder content, and check how your app handles user data and payments.
- Safety and privacy: declare data collection in App Privacy; show permissions requests in context; provide a privacy policy in‑app and on your website.
- Performance: no crashes, no obvious bugs, fast startup; support current OS and modern devices.
- Business model: if value is consumed in‑app, use in‑app purchase; subscriptions must be clear, cancellable, and honest about terms.
- Design: follow Human Interface Guidelines; avoid deceptive patterns (e.g., hidden paywalls, unclear trials).
- Legal: IP ownership, licensed content, region‑specific requirements (e.g., age ratings, user‑generated content moderation).
Official references (verify before submission): App Store Review Guidelines • Human Interface Guidelines • App Privacy details • In‑App Purchase (StoreKit).
Google Play policies: key differences vs Apple
Google Play’s review process emphasizes user safety, data safety, deceptive behavior prevention, and restricted content policies. Play also requires a comprehensive Data safety form and strict handling of sensitive permissions.
- Data safety and privacy: declare what data you collect, share, and why; provide an accessible privacy policy.
- Payments and subscriptions: use Google Play’s billing for in‑app digital content; show clear pricing, renewal terms, and easy cancellation paths.
- Permissions: scoped storage, background location, SMS/Call Log require strong justifications.
- Content and ads: restrict deceptive behavior and sensitive categories; label ads and ensure kids’ apps comply with Families policies.
Official references (verify before submission): Developer Program Policies • Data safety • Play Billing • Payments policy.
Pre‑submission compliance checklist (copy/paste)
- Privacy policy: visible in‑app and on your website; matches your App Privacy/Data safety declarations.
- Permissions: ask in context with clear benefit; remove unused permissions; justify sensitive scopes.
- Billing: use platform billing when value is consumed in‑app; accurate pricing, renewal terms, and trial details; easy cancellation instructions.
- Account flows: sign‑in/sign‑up fully testable; demo accounts or credentials provided to reviewers; account deletion flow present where required.
- Content: no placeholder text; all major features reachable; region‑specific content restrictions respected.
- Metadata: honest title/subtitle/short description; no keyword stuffing; accurate screenshots that reflect the current UI.
- Stability: crash‑free on current OS versions; handles offline/slow networks gracefully; no ANRs (Android).
- Contact info: support email/URL working; in‑app support reachable.
Tip: Run a 30‑minute “review simulation” on a mid‑range iPhone and Android device over a throttled network. Fix anything confusing or broken.
Privacy, data safety, and consent: non‑negotiables in 2025
Regulators and platforms expect apps to collect minimal data, ask permission at the right moment, and explain how data is used.
- Data disclosures: keep App Privacy (Apple) and Data safety (Play) up to date. Changes in collection or third‑party SDKs often require updates.
- In‑context prompts: request location/camera/microphone only when a user action makes the need obvious.
- Children’s data: stricter rules apply. If your audience includes kids, review Families policies and age ratings carefully.
- Third‑party SDKs: audit SDK permissions and data collection; remove unused SDKs to reduce review risk.
Official references: Apple App Privacy • Google Play Data safety.
Screenshots, metadata, and ASO that pass review
Your store listing is both a marketing asset and a compliance artifact. It must be truthful, current, and accessible.
- Truthful visuals: screenshots/video must reflect the current UI and features; avoid mockups that imply non‑existent capabilities.
- Accessible copy: avoid all‑caps or spammy claims; localize where you support multiple regions.
- Age ratings: ensure descriptors match your app’s content (user‑generated content, purchases, etc.).
- Contact details: list a working support email and URL; include a privacy policy link.
Apple references: Product page. Google references: Store listing best practices.
Common rejection reasons (and how to fix them fast)
- Missing privacy policy or mismatched disclosures → publish a hosted privacy policy and align App Privacy/Data safety forms.
- Unclear paywall or subscriptions → display price, term, trial details, and cancellation info clearly before purchase.
- Broken login or inaccessible features → provide working test credentials and ensure all flows function without external approvals.
- Over‑broad permissions → remove unused permissions; add just‑in‑time prompts with clear benefit copy.
- Misleading metadata → update screenshots, remove exaggerated claims, and reflect actual functionality.
If you’re rejected: read the exact guideline cited, reply with a concise fix plan, and attach updated screenshots or screen recordings that prove the change.
Expert insights and 2025 reality checks
- Reviewers test like real users. If a flow is confusing, it’s a risk. Add guided onboarding.
- SDK creep hurts compliance. Every added SDK changes privacy disclosures and can trigger permission scrutiny.
- Localize responsibly. Translated copies must be accurate about pricing, features, and support.
- Keep a change log. When you ship a hotfix for review, summarize changes succinctly in notes.
Want stronger conversion after approval? See our Monetization Models 2025 and Performance Optimization 2025 guides.
Implementation guide: pass review in 10 steps
- Freeze features for submission; cut unstable experiments.
- Audit privacy: update App Privacy/Data safety; host a clear privacy policy.
- Permissions sweep: remove unused; justify sensitive ones; show prompts in context.
- Billing sanity check: platform billing for in‑app value; clear pricing, trials, and cancellation.
- Metadata QA: truthful screenshots/video; localized copy where supported.
- Test credentials: provide reviewer login and test data paths.
- Stability pass: run on current OS with mid‑range devices; fix any crashes/ANRs.
- Submission notes: explain special flows (login, hardware) and what changed.
- Respond to review: if flagged, reply with exact fixes and proofs (video/screens).
- Post‑approval checklist: monitor crashes, reviews, and conversion; hotfix fast if needed.
Polish your listing fast with premium mockups and UI kits (Envato)
Launch a fast, SSL‑ready landing site for your app (Hostinger)
Secure your app domain and managed SSL (Namecheap)
Alternatives and edge cases
- PWA or web: if app‑store distribution isn’t critical, a PWA can ship faster and update instantly.
- Enterprise/B2B distribution: consider Apple Business Manager or managed Google Play for private deployments.
- External payments: review policies carefully; where value is consumed outside the app, rules differ by store and category.
Final recommendations
- Build your app around clarity: honest value, transparent pricing, respectful privacy.
- Automate preflight checks: permissions, SDK inventory, privacy forms, metadata.
- Document reviewer guidance: credentials, test routes, hardware needs.
- Track store health: crashes/ANRs, reviews, and conversion post‑launch.
Frequently asked questions
What causes most first‑time rejections?
Mismatched privacy disclosures, unclear paywalls/subscriptions, broken login or missing test accounts, and misleading screenshots.
Do I need platform billing for subscriptions?
When value is consumed in‑app, platform billing is typically required. Verify on Apple’s and Google’s official billing pages before implementing.
How should I request permissions?
Only when needed and with a user action that explains the benefit. Remove unused permissions before submission.
Can screenshots be conceptual?
Avoid mockups that don’t reflect current functionality. Reviewers expect accurate visuals.
What if my app targets kids?
Review Families policies and age ratings carefully. Data collection and ads face stricter rules.
How do I explain complex flows to reviewers?
Use submission notes: provide credentials, steps, and short videos for hardware or account‑gated paths.
How fast should I respond to a rejection?
Immediately after verifying the cited guideline. Reply concisely with the fix and evidence (screens/video) to shorten cycles.
Do I need to update privacy forms when I add an SDK?
Yes. Changes in data collection/sharing must be reflected in App Privacy/Data safety forms.
Disclosure: Some links are affiliate links. If you purchase through them, we may earn a commission at no extra cost to you. Always verify policies, features, and billing rules on the official Apple and Google pages.
