At a glance
- 1. Invalid binary or upload errorsThese come by email before review starts, with an ITMS code.
- 2. Guideline 2.1: app completenessCrashes, placeholder content, broken links or a login the reviewer cannot get past.
- 3. Guideline 4.2 and 4.3: too thin or too similarA website in a frame or an app much like others gets rejected.
- 4. Guideline 5.1: privacyThe privacy details in App Store Connect must match what the app collects, there must be a privacy policy link, and apps that let people create an account must also let them delete it from inside the app.
- 5. Guideline 3.1: paymentsDigital goods and subscriptions used in the app generally go through in-app purchase.
- 6. Reply, resubmit or appealIf the reviewer misunderstood, reply in App Store Connect with screenshots or a short screen recording.
1. Invalid binary or upload errors
These come by email before review starts, with an ITMS code. A frequent one is a missing purpose string: the Info.plist needs a sentence explaining why the app asks for the camera, location, photos or contacts, and Apple checks for it even when the request comes from a third-party SDK. Add the key to the target or extension that uses it, build again with a current Xcode and upload a new build number.
2. Guideline 2.1: app completeness
Crashes, placeholder content, broken links or a login the reviewer cannot get past. Apple's guideline asks for a demo account and a working back end. Test on a real device with a fresh install before you submit.
3. Guideline 4.2 and 4.3: too thin or too similar
A website in a frame or an app much like others gets rejected. See our guideline 4.3 guide.
4. Guideline 5.1: privacy
The privacy details in App Store Connect must match what the app collects, there must be a privacy policy link, and apps that let people create an account must also let them delete it from inside the app.
5. Guideline 3.1: payments
Digital goods and subscriptions used in the app generally go through in-app purchase. Physical goods and services used outside the app, such as bookings or deliveries, can use other payment methods.
6. Reply, resubmit or appeal
If the reviewer misunderstood, reply in App Store Connect with screenshots or a short screen recording. If you made changes, upload a new build and say what changed. If you still disagree, you can appeal to the App Review Board.
Updated 2026-10-29. General guidance, not advice for your situation; we scope each project in writing before any work starts.
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We can read the rejection, make the changes, write the review notes and resubmit, or set up your developer accounts from the start.
Questions people ask first
How long does App Store review take?
Most apps are reviewed within a few days. Holidays and new iOS releases can slow it.
Do I need a new build to answer a rejection?
Not always. If the issue is metadata or a misunderstanding, you can change the listing or reply without a new build.
What is an invalid binary?
Apple's automated checks found a problem with the uploaded build, such as a missing purpose string or icon. The email names it with an ITMS code.
Can a rejection hurt my developer account?
A normal rejection does not. Repeatedly submitting apps that break the same rule can.
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