How to Pass a Manual App Store Review: App Store Review Guidelines

App Store Optimization
Feb 20, 2025

The App Store adheres to strict requirements for app quality, functionality, design, and security. These rules can be a real challenge, both during the initial publication and subsequent updates.

In this article that is definitely shorter than the App Review Guidelines), I will briefly outline what requirements you should pay special attention to. I will also share insights from RadASO’s experience.

Even more insights from ASO & UA pros in ASO Busters on Discord!

What is a manual review?

A manual review is the process of checking applications for compliance with all requirements, executed by the Apple team. It must be completed before the first publication of the application in the App Store and before each update.

To submit the application for the initial review:

  1. Sign up for the Apple Developer Program.
  2. Create a developer account and pay the annual $99 subscription fee.
  3. Make sure the app meets all the requirements of the App Review Guidelines.
  4. Download the app via the App Store Connect.
  5. Submit it for review by clicking Submit for Review.
As a general rule of thumb, the verification process takes 1-3 business days.

To check the app before updating:

  1. Download the latest version via the App Store Connect.
  2. Update the metadata (for example, description or screenshots if they have changed since the update).
  3. Include a comment for the review team (for example, if you want to use a specific test account for testing).
  4. Submit the latest version for review.

A review is required for updates that include functional changes and bug fixes. However, if the changes occur only on the server side and do not require an update to the client application, a review is not necessary.

The review process for updates takes 1-2 days on average.
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Word
Frequency in service
Qimai(China)*
AppTweak
Mobileaction
Appfollow
课程 (course)
5387 (high)
56 (mid)
5 (low)
34 (mid)
外语 (foreign language)
5699 (high)
35 (mid)
5 (low)
34(mid)
播放 (play)
5496 (high)
35 (mid)
5 (low)
35 (mid)
*Search index in China provided by Qimai and based on multidimensional calculations such as search results, downloads and relatable keywords.
App Store
Google Play
1. Icon impact on user choice
Important, but not more than a video with screenshots, as they take up most of the screen
Icon is displayed with several other icons in search results, and therefore it has the greatest impact on the user's choice
2. Icon localization
1 icon for all locales
Can be localized for each country
3. Screenshots quantity, orientation
From 1 to 10, any orientation
From 2 to 8, any orientation
4. Screenshots the most important are the ones that are visible before you start scrolling
  • Vertical screenshots: 3 are visible
  • Horizontal screenshots: only the first one is visible
  • Vertical screenshots: 4 are visible
  • Horizontal screenshots: only the first one is visible
5. Screenshots size
Large — the content is legible
Much smaller — the captions are quite illegible
6. Video quantity
Up to 3
One video that must be uploaded to YouTube
7. Video orientation
Any orientation
Horizontal orientation prioritized
8. Video autoplay
Plays automatically for 30 seconds without sound
You need to click on it to play
9. Application cover
Displayed on the application and developer pages
There is no cover
10. Graphics update
After release only
Whenever

Preparing for the initial review

Even during the app development stage, review Apple's basic checklist to help you prepare for the initial review. If any requirements are not met, the launch may be delayed.

  1. Test the app for bugs and crashes.
  2. Make sure that metadata and other information are accurate and complete.
  3. Update your contact information.
  4. Provide the App Review team with full access to the app.
  5. Enable internal services. For example, if launching an online store, ensure that purchasing tools are functional.
  6. Add detailed documentation for any non-obvious features in the review notes.
  7. Check the app for compliance with the following guidelines:
Device or context
Icon size
iPhone
60x60 pt (180x180 px @3x)
60x60 pt (120x120 px @2x)
iPad Pro
83.5x83.5 pt (167x167 px @2x)
iPad, iPad mini
76x76 pt (152x152 px @2x)
App Store
1024x1024 pt (1024x1024 px @1x)
Source language
Target language
How much longer (+) or shorter (–) the text in the target language is
English
French
21.18%
English
Spanish
19.52%
English
Italian
17.91%
English
Deutsch
16.67%
English
Dutch
13.80%
English
Portuguese (Portugal)
14.29%
English
Portuguese (Brazil)
12.96%
English
Polish
9.33%
English
Russian
9.11%
English
Czech
3.70%
English
Arab
–6.25%
English
Japanese
–39.68%
English
Korean
–44.04%
English
Chinese (Simplified)
–61.97%
English
Chinese (Traditional)
–63.80%
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Basic App Store requirements

Apple's team of editors checks every app for malware that could compromise user security and privacy. The App Store also places great importance on content related to children. This commitment helps maintain high standards, making it one of the safest platforms for users worldwide.

I will briefly outline the main requirements of Apple's App Review Guidelines.

Requirement 1: Security

Ensuring user safety and compliance with ethical standards are key requirements for applications in the App Store.

1. Offensive, discriminatory or inappropriate content is prohibited:

  • Insults to religion, race, and gender;
  • Depictions of violence against people and animals;
  • Calls to buy or illegally use weapons;
  • Images of a sexual nature;
  • False information.

2. All applications with user-generated content should have built-in anti-abuse features that allow for:

  • Setting up a filter and blocking unwanted content;
  • Leaving a complaint and receiving a prompt response;
  • Blocking users.
For example, the Instagram app uses AI to filter out prohibited comments and images. It also allows users to report content and block others.

3. Applications for children must not collect users' personal data or device information. Third-party analytics or advertising services may access this information only under strict confidentiality conditions.

The following are not allowed in apps that fall under the Kids category:

Parents should be able to navigate to the Screen Time > Content and Privacy Restrictions section on their child's device to manage in-app purchases and downloads, as well as change privacy settings.

4. The App Review team keeps a close eye on applications that may pose a physical threat:

  • Medical applications must not provide incorrect data.
  • Applications may not encourage the use or promote the sale of tobacco, alcohol, drugs or gambling;
  • Encouraging participation in dangerous activities (e.g., extreme challenges) is prohibited.

5. The application may be rejected if you do not provide up-to-date contact information for communication with users.

6. Ensure that user data is protected by following the Apple Developer Program License Agreement.

Requirement 2: High performance

Before submitting the application for review, make sure it is ready.

1. Complete the application:

  • Delete temporary elements;
  • Use only working links;
  • Do not use hidden features;
  • Ensure that in-app purchases are displayed properly and work correctly.

2. Carefully customize the app's text and image metadata (title, subtitle, description, preview, screenshots, and videos). A few recommendations:

  • Select the correct category;
  • Screenshots and videos in the App Store should demonstrate the use of the application, its current functionality and interface;
  • Clearly describe in-app purchases.

3. Metadata for In-App Events must be correct, up-to-date, and contain a deep link to the relevant section of the application.

4. Test the app for stability on Apple devices:

  • Avoid overloading the device or draining the battery quickly;
  • Wherever possible, iPhone apps should be compatible with iPad;
  • Apple TV apps should function with the Siri Remote without requiring additional devices.

5. Consider the basic software requirements:

  • Applications should use only public APIs and run on the current version of iOS;
  • Downloading, installing, or executing code that alters the app's functionality is prohibited;
  • Background services should be used only for their intended purpose.
If an app is designed as a photo editor, it shouldn't store or transmit any personal data, because that's not its intende purpose.

6. Be sure to provide a demo account or demo mode for apps that require authorization so that the Apple team can review their functionality.

An app with obvious technical issues will be rejected, so thoroughly beta test it with Test Flight. And be sure to meet all public release requirements.

Requirement 3: Original and user-friendly design

There is a list of requirements for app design. Let me tell you about the most important ones.

1. Copies of applications are prohibited — clone applications will be removed from the store. It is also forbidden to create several identical applications under different Bundle IDs. This is considered spam.

Bundle ID is an identifier used in Apple ecosystems. It must be unique for each application.

2. The app should provide useful features that set it apart from a regular website. Without unique features, it may be rejected and redirected.

3. ARKit (a framework for creating augmented reality applications) should deliver a fully integrated and immersive AR experience.

4. The application should work autonomously.

5. It is important to comply with the following documentation when creating extensions:

6. If the app provides access to the Apple Music library:

  • Comply with the requirements of the MusicKit documentation;
  • Do not monetize access to MusicKit without special permission;
  • Ensure transparent use of user data and transactions.

7. If you use a third-party service for authorization (Google, Facebook, LinkedIn, etc.), provide an alternative way to log in with minimal data transfer.

8. For recurring payments, provide users with at least the minimum required information when using Apple Pay:

  • A list of functions they will receive;
  • The period of use and the cost of the subscription;
  • Make sure that the subscription will be active until it is canceled and provide instructions on how to do it.

9. Do not monetize built-in features such as a camera or gyroscope.

Requirement 4: Clear monetization

1. Make monetization transparent:

  • Clearly explain the business model in the metadata and review notes — an unclear model or target audience may delay the review or result in rejection.
  • If you are suspected of inflating prices or attempting to deceive users, your app will not pass the review.

2. Purchasing ratings and reviews will result in the removal of the app and its exclusion from the Apple Developer program.

3. Payment and in-game purchases:

  • To activate in-app purchases, use In-App Purchases;
  • Do not use custom content unlocking mechanisms that are not specified in the App Store guides;
  • If the application has loot boxes, which are virtual containers containing a random set of in-game items (skins, weapons, characters, etc.), you must disclose the odds of getting each type of item before purchase;
  • Ensure that the free trial period functionality works.

4. Subscriptions must be of ongoing value and available on all devices. It’s prohibited to:

  • Force actions, such as giving an app a high rating, in order to provide access to functionality;
  • Deceive users — this will result in the removal of the application and its exclusion from the Apple Developer program.

5. There is a limited list of apps that may integrate alternative payment methods (except for subscriptions and in-app purchases). These are:

  • Readers — can offer access to previously purchased content;
  • Multiplatform services — provide content purchased on other platforms;
  • Services for enterprises;
  • Applications that help perform services between two people in real-time.

6. Regarding cryptocurrencies:

  • Storing virtual currency on devices is allowed, but mining is prohibited;
  • Cryptocurrency transactions are permitted only in countries where they are licensed and legally allowed.

Requirement 5: Compliance with the law

Apps must comply with the law. Here is what you need to pay special attention to.

1. In your privacy policy, clearly state what user data you collect and how you use it.

2. Be sure to obtain the user's consent to collect data, including anonymous data. This consent must not be a condition for accessing paid features.

3. Ask users for permission to share data with third parties for advertising or app improvement purposes. If data collected for one purpose will be used for another, obtain additional consent.

4. Only request an account login if it is justified. The application should function without registration.

5. Request access only to the data essential for the app's functionality.

6. Use geolocation services only when justified by the application's purpose. Collect location data with user consent.

7. Ensure that all content is either licensed or created by you.

8. Do not imitate Apple products or claim your app is approved by Apple.

It is strictly prohibited to:

  • Covertly obtain user data such as passwords or other personal information;
  • Manipulate user permissions (for example, an app for posting photos on social media should not request access to the microphone before sending a photo);
  • Collect data on applications installed on a device;
  • Transfer or use personal data without user consent;
  • Use health data for marketing purposes.

For applications that conduct research, the following is necessary:

  • Participant consent;
  • Approval from an independent ethics committee.
For risk-free surveys, these requirements may be simplified. However, medical studies must adhere to strict standards.

Regarding apps for children:

  1. Comply with the requirements of COPPA (Children's Online Privacy Protection) and GDPR (European Union's General Data Protection Regulation), as well as other privacy laws.
  2. Do not place ads or collect analytics, except in rare cases.
Device
Spotlight icon size
Settings icon size
Notification icon size
iPhone
40x40 pt (120x120 px @3x)
29x29 pt (87x87 px @3x)
38x38 pt (114x114 px @3x)
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
iPad Pro, iPad, iPad mini
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
Search term
Translation
SAP* English (U.S.)
SAP* English (U.K.)
truck games
games with trucks
62
39
lorry games
games with trucks
32
jail games
prison games
29
8
prison games
prison games
32
24
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.
Google Play
App Store
What can be tested?
  • Short description
  • Long description
  • Icon
  • Feature graphics
  • Screenshots
  • Videos
  • Screenshots
  • Videos
  • Icon (has to be uploaded to the build*)
Number of simultaneously running tests
5 tests (each test is valid within a single country.

You can choose a default country test (details below): then it will run in all countries where there are no localized graphical or textual materials.
1 test (the test can be immediately extended to all countries where the application is available or opt for specific countries as needed)
The number of test variants that can be tested with the current version in the store
Compared with a maximum of 3 new variants
Can a test be launched while another item is under review?
Yes
No
Mandatory formats for screenshots uploaded to the store
6.5
  • 6.5
  • 5.5
  • 12.9 (if there is an iPad version)
*Build – is a new version of the application. Updating the icon is only possible when updating the application version in the store. In other words, the term "build" refers to a specific version or variant of the application that is ready to be downloaded and installed on the users' devices. It contains all the necessary files and data for users to install and use the application.
More about optimizing graphic elements in the App Store and Google Play can be found in the article 'Graphics in Mobile App Promotion in the App Store and Google Play (ASO) – How to Optimize Graphic Elements.'

Review: approval, rejection and appeal

Here’s what happens after the app is sent for review.

  1. On average, the review process takes 8 to 24 hours. The App Review team strives to make the review quick, but if the app is complex, the process will take longer. In a critical situation, you can request an expedited review—however, be honest, as providing false information may result in the rejection of future projects.
  2. If the app is approved, it takes about a day to be published across all App Store sections (Today, Apps, etc.). If a future release date is set, the app will not be published until that time.
  3. In case of rejection, the process may be delayed months. But you will receive detailed feedback from the App Review team, allowing you to address issues in the next version.
  4. You can file an appeal if you disagree with the review result. To do this, you need to respond to the feedback. In your appeal, you can suggest improvements to make changes to Apple's guidelines.

You can track the current status of the review in the App Store Connect.

Device size or platform
Screenshot size
Requirement
Screenshot source
6.5 inch (iPhone 13 Pro Max, iPhone 12 Pro Max, iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)
1284 x 2778 pixels (portrait)2778 x 1284 pixels (landscape)1242 x 2688 pixels (portrait)2688 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 6.5-inch screenshots
5.8 inch (iPhone 13 Pro, iPhone 13, iPhone 13 mini, iPhone 12 Pro, iPhone 12, iPhone 12 mini, iPhone 11 Pro, iPhone XS, iPhone X)
1170 x 2532 pixels (portrait)2532 x 1170 pixels (landscape)1125 x 2436 pixels (portrait)2436 x 1125 pixels (landscape)1080 x 2340 (portrait)2340 x 1080 (landscape)
Required if app runs on iPhone and 6.5 inch screenshots are not provided
Default: scaled 6.5-inch screenshotsAlternative: upload 5.8-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
1242 x 2208 pixels (portrait)2208 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 5.5-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (3rd generation) screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (2nd generation) screenshots
Price
Traffic Source (Self Reporting Networks)
Facebook
Google
X (Twitter)
Apple Search Ads
Cohort reports
Impression tracking
Audience segmentation
At extra charge
Custom Dashboards
Custom Reports
At extra charge
Advertisement Cost
DAU/MAU (Stickiness)
Raw Data Export
At extra charge
At extra charge
At extra charge
API Reporting
Search term
Translation
SAP* French
SAP* French (Canada)
soldes
sale
25
5
aubainerie
sale
14
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Common reasons for failure according to RadASO

Common reasons for failure according to RadASO

I've compiled our team's experiences to highlight the most common issues we encounter. The App Review team conducts a thorough evaluation of an app that is about to be released for the first time, and rejections can happen for various reasons.

  1. Make sure to include sufficient real interface images in your screenshots. For example, three screenshots with mockups of the interface and three more promotional images featuring popular products are not enough. You need to add additional screenshots of actual UI elements.
  2. Don't use your smartphone's motion capture (mocap) for video as this may be grounds for a rejection.
  3. Use brand names carefully in the visible part of the metadata. For example, the phrase "for Samsung" can trigger a rejection, even though you were simply trying to indicate compatibility.
  4. Do not mention Android. The phrase "This is a universal remote control for Apple, Samsung, and Android smart TVs" will result in a rejection.
  5. In-App Events must comply with Apple’s guidelines. In some cases, I had to create multiple versions of an event before finding an acceptable approach. Be sure to read the rejection reason carefully and adjust accordingly.
The In-App Events review team is unavailable from Friday evening to Sunday evening. You will receive a review update on Sunday evening (CET).
Device
Icon size
iPhone
180px × 180px (60pt × 60pt @3x)
120px × 120px (60pt × 60pt @2x)
iPad Pro
167px × 167px (83.5pt × 83.5pt @2x)
iPad, iPad mini
152px × 152px (76pt × 76pt @2x)
App Store
1024px × 1024px (1024pt × 1024pt @1x)
Icon format
PNG
Color models
sRGB or P3 (see "Color Management")
Layouts
Aligned without transparency
Sizes
Shape
Square without rounded corners
All the current requirements for icons are specified in the specification.

Icon format
32-bit PNG (with alpha channel)
Color models
512 х 512 pixels
Layouts
1024 КБ
Sizes
square, without rounding and shadows (Google automatically rounds the corners and adds shadows)
All the current requirements are specified in the specification.

Traffic
Popularity
Keyword
Translate (EN)
1
73 358
97
LINE
LINE
2
63 741
96
すいかゲーム
Watermelon game
3
60 751
96
youtube
youtube
4
50 838
94
インスタ
qq
5
44 686
94
x
Quark
6
43 836
93
tiktok
Honor of Kings
7
36 785
92
tinder
Little Red Book (Xiaohongshu)
8
35 582
92
google
Jitterbug (Douyin) Extreme
9
28 381
90
instagram
Pinduoduo
10
27 412
90
twitter
Baidu

Traffic
Popularity
Keyword
1
385 585
99
instagram
2
325 480
98
whatsapp
3
201 485
95
telegram
4
177 737
94
facebook
5
119 067
91
tik tok
6
92 427
90
ifood
7
80 473
87
tinder
8
69 379
87
capcut
9
65 120
87
nubank
10
64 602
86
uber

Traffic
Popularity
Keyword
Translate (EN)
1
233 158
99
snapchat
snapchat
2
209 668
98
instagram
instagram
3
114 577
94
tik tok
tik tok
4
92 500
93
telegram
telegram
5
70 286
91
facebook
facebook
6
59 302
90
tinder
tinder
7
51 352
89
whatsapp
whatsapp
8
42 468
87
youtube
youtube
9
36 646
86
tiktok
tiktok
10
36 420
86
messenger
messenger

Traffic
Popularity
Keyword
Translate (EN)
1
243 626
99
instagram
instagram
2
122 131
95
snapchat
snapchat
3
74 161
91
tik tok
tik tok
4
67 431
91
whatsapp
whatsapp
5
55 634
89
reddit
reddit
6
40 775
87
youtube
youtube
7
39 319
87
tinder
tinder
8
37 889
87
facebook
facebook
9
37 600
86
telegram
telegram
10
26 225
84
brawl stars
brawl stars

Traffic
Popularity
Keyword
1
123 159
99
instagram
2
91 584
97
snapchat
3
52 253
93
facebook
4
28 524
89
tik tok
5
25 788
88
reddit
6
23 972
88
youtube
7
23 005
88
tinder
8
20 257
87
whatsapp
9
17 652
86
messenger
10
14 431
84
discord

Traffic
Popularity
Keyword
Translate (EN)
1
96 271
99
인스타그램
Instagram
2
66 339
97
vpn
vpn
3
47 883
94
카카오톡
KakaoTalk
4
40 069
93
유튜브
YouTube
5
39 041
93
배달의민족
Delivery ethnicity
6
33 538
92
x
x
7
32 794
92
트위터
Twitter
8
29 047
90
쿠팡플레이
Coupang Play
9
21 262
89
네이버
Naver
10
18 882
88
티빙
Tibing

Traffic
Popularity
Keyword
1
144 520
99
instagram
2
102 720
97
snapchat
3
70 760
94
facebook
4
45 775
91
tik tok
5
26 665
88
youtube
6
25 880
87
reddit
7
24 777
87
tinder
8
21 923
86
whatsapp
9
21 702
86
messenger
10
15 312
84
spotify

Traffic
Popularity
Keyword
Translate (EN)
1
38 906
98
телеграм
telegram
2
24 281
95
telegram
telegram
3
20 773
93
бравл старс
brawl stars
4
17 750
91
пабг
YouTube
5
16 308
91
дія
Delivery ethnicity
6
15 075
91
tik tok
x
7
12 534
90
instagram
Twitter
8
11 554
89
вайбер
viber
9
11 418
89
brawl stars
brawl stars
10
11 205
89
viber
viber

Conclusion

  1. There are many rules, and many "gray areas" where the boundaries of what is permissible are not entirely clear. As a result, the likelihood of receiving a rejection at any stage is fairly high.
  2. The key is to account for risk. There is a strong chance you will need to review feedback and make adjustments to documentation, graphics, metadata, and other elements. Be sure to allocate time for revisions and re-submissions in your app release plan.
  3. The ASO community continues to experiment, and Apple continues to improve its algorithms and rules, so it is important to follow trends and updates.
  4. Everyone experiences rejections, it's normal. The key thing is to analyze the feedback and implement changes quickly. A thorough understanding of the rejection reasons and prompt adjustments are the keys to a successful and timely review process.
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