Publishing to the App Stores — Apple and Google Requirements

Getting an app approved on the Apple App Store and Google Play is a process with specific requirements, guidelines, and pitfalls. Both stores reject a significant percentage of first-time submissions, but the rejections are almost always for predictable and fixable reasons. Knowing what each store checks before you submit saves days or weeks of back-and-forth.

This guide covers the requirements for both stores, the most common rejection reasons, and a submission checklist that helps you catch problems before the reviewer does.

Apple App Store requirements

Apple's App Store Review Guidelines are the most detailed and strictly enforced of any app marketplace. Apple reviews every submission manually and rejects apps that violate any of the guidelines. The key areas Apple checks are safety, performance, business, design, and legal compliance.

Safety guidelines cover objectionable content, user-generated content moderation, and privacy. If your app collects personal data, you must have a privacy policy, obtain consent, and provide a way for users to request data deletion. If your app includes user-generated content, you need content filtering and a reporting mechanism.

Performance guidelines require that the app does not crash, display bugs, or respond slowly. Apple tests the app on real devices and will reject it if it fails under normal use. Beta software, demo modes, and placeholder content are not acceptable in a production submission.

Business guidelines cover in-app purchases, subscriptions, and advertising. Apple requires that digital goods and services use Apple's in-app purchase system, which means Apple takes a commission. Physical goods and services are exempt. Subscriptions must be auto-renewable and managed through the App Store.

Design guidelines require that the app follows Apple's Human Interface Guidelines. Apps that look like they were ported from another platform, use non-standard navigation, or have cluttered interfaces are commonly rejected. Apple also requires that the app works on all supported device sizes and orientations.

Google Play requirements

Google Play's requirements are similar in spirit but less prescriptive in enforcement. Google uses automated checks combined with human review, and the balance between the two has shifted towards more human review in recent years.

Google Play requires that apps target a recent API level, support 64-bit architectures, and comply with the Play Console's device compatibility requirements. Apps must have a privacy policy if they collect personal or sensitive data, and the policy must be accessible from the app's store listing and within the app itself.

Google's policies on deceptive behaviour, malware, and user data are strictly enforced. Apps that impersonate other apps, contain spyware, or exfiltrate data without disclosure are removed and the developer account can be banned. Google also requires that apps requesting sensitive permissions do so in a contextually appropriate way, not at first launch.

One difference from Apple is that Google Play allows beta and testing tracks. You can publish an app to a closed test track with a limited number of testers, then promote it to production after testing. This is a useful way to catch issues before a public release.

Common rejection reasons

The most common rejection reasons on both stores fall into a few categories. Design and user experience issues account for the largest share of Apple rejections. Apps with confusing navigation, poor visual design, or behaviour that does not match the platform conventions are routinely sent back.

Privacy and data collection are a close second. Apps that request permissions without explaining why, collect data without consent, or lack a privacy policy are rejected by both stores. This area has become stricter as regulations tighten globally.

Technical issues such as crashes, slow performance, and broken functionality are the third most common category. Both stores test the app and will reject it if it does not work as advertised. This includes placeholder content, incomplete flows, and features that are promised in the store listing but not implemented.

Metadata issues including inaccurate descriptions, misleading screenshots, and inappropriate keywords also cause rejections. The store listing must accurately represent the app. Using keywords that are not relevant to the app's functionality is a violation of both stores' policies.

Submission checklist

Use this checklist before submitting to either store to catch the most common issues before the reviewer does.

• The app does not crash on any supported device or OS version
• All features described in the store listing are implemented and functional
• A privacy policy is published and linked from the app and the store listing
• All data collection is disclosed and consent is obtained where required
• Permission requests are made in context, not at first launch
• The app follows platform design conventions for the target OS
• All text is correct and free of placeholder content
• Third-party content licences are included in the app
• Store screenshots match the actual app appearance
• In-app purchases are correctly configured in the store console

Review timelines and resubmission process

Apple's review timeline is typically 24 to 48 hours for most submissions. Certain categories such as gambling, medical, or apps with complex functionality can take longer. Holiday periods and the weeks following major iOS releases also see longer review times. Apple provides a status update in App Store Connect, and you can request an expedited review for critical bug fixes.

Google Play reviews are typically faster, often completing within a few hours to 24 hours. Google has been increasing its human review capacity, so some apps now face longer wait times. Google also runs automated checks that return results within minutes for common issues.

If your app is rejected, both stores provide specific guidance on what to fix. Apple's rejection notice includes a clear reason and often a reference to the specific guideline violated. Google provides a similar notice with policy references. Fix the issues, update the submission, and resubmit. Multiple rejections for the same issue can lead to prolonged review times or account-level restrictions.

The resubmission process is straightforward: fix the issue, upload a new build, and submit again. Both stores treat resubmissions as new reviews, so the same timeline applies. Do not attempt to resubmit without fixing the issue in hopes that a different reviewer will accept it. Both stores track submission history and repeated violations escalate.