Top 5 Mistakes Developers Make When Publishing to the App Store

Getting rejected by the App Store review team is frustrating — especially when the reason could have been avoided with a quick checklist. After working with hundreds of iOS developers and studios, we've identified the five mistakes that cause the most rejections and delays. Read this before you submit.

Mistake #1: Incomplete or Misleading Metadata

Apple reviews not just your code — they read your app's title, subtitle, description, and keywords. If any of these claim features the app doesn't actually have, or if your screenshots don't match the current UI, you'll get rejected under Guideline 2.3 (Accurate Metadata).

Common metadata mistakes:

• Screenshots showing an older version of the UI
• Description mentioning features that aren't in the submitted build
• Using competitor names (e.g., "better than Spotify") in keywords
• App name or subtitle containing irrelevant keywords
• Missing or broken demo account credentials in the review notes

Mistake #2: Not Providing a Demo Account for Review

If your app requires login, Apple reviewers need a working test account to evaluate it. This is one of the most common causes of rejection. Many developers forget to add credentials in the "Notes for App Review" section, or provide credentials that don't work.

The reviewer will immediately reject the app with a note: "We were unable to sign in to your app using the demo account credentials you provided."

What to include:

• A valid test account email and password that works in the submitted build
• Any special steps needed to reach the main functionality
• If the app requires a code or invitation — include it
• Test account must not expire during the review period

Mistake #3: Violating Guideline 4.3 — Spam

Apple actively fights App Store spam. If your app is too similar to another app already on your account (or a widely available one), or if it appears to be a reskin without unique value, you'll be flagged under Guideline 4.3.

How to avoid it:

• Each app must have a clearly unique value proposition
• Customize UI, branding and core functionality — don't just swap logos
• Use separate developer accounts for separate app brands
• Don't submit multiple language versions of the same app as separate apps — use localizations

Mistake #4: In-App Purchase Configuration Errors

If your app includes subscriptions or one-time purchases, the IAP setup must be completed in App Store Connect before submission. A missing or misconfigured IAP causes review rejection, and the fixes can take days.

IAP checklist before submitting:

• All referenced product IDs exist in App Store Connect
• Pricing tiers are set and approved
• Subscription group and localized descriptions are complete
• Tax forms and banking info are filled out in your account
• Sandbox testing has confirmed purchases work end-to-end

Mistake #5: Privacy Policy Issues

Any app that collects user data — even just an email address — must have a valid, accessible Privacy Policy URL. This is non-negotiable. But the policy itself also needs to actually match what your app does.

A generic template that says "we may collect data" when your app actively collects location or health data will be flagged. Apple cross-references your privacy nutrition labels (filled in App Store Connect) with what your app actually does.

Privacy checklist:

• Privacy Policy URL is live and accessible (not a placeholder)
• Policy accurately describes all data your app collects
• App Store Connect privacy labels match your actual data usage
• If you use third-party SDKs (analytics, ads), their data collection is disclosed
• ATT prompt (App Tracking Transparency) is implemented if you track users across apps

Bonus: Account Health Matters

Even a perfectly built app can have trouble if it's submitted from an account with a poor history — previous violations, terminated memberships, or associated developer accounts that were banned. This is another reason why buying a clean, verified account with no history gives you the best starting point.