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| November 21, 2025 | App Development

What to Ask Before Approving an App Store Submission

Teams pour months of work into designing and developing an app—only to face an unexpected App Store rejection because of something small but critical. Apple rejects a significant portion of first-time submissions, and many of those rejections could have been prevented with clearer internal checks around functionality, design, privacy, and compliance.

Start With a Clear Understanding of the Submission Process

Submitting to the App Store means more than packaging a build. Apple evaluates:

  • Whether the app works reliably
  • Whether the UI/UX is intuitive
  • Whether content meets App Store standards
  • Whether privacy disclosures match actual data practices
  • Whether monetization is transparent and fair

If any of these areas fall short, the reviewer will catch it. Your internal review should be just as thorough—especially if you want a smooth path to approval.

Functionality: Does the App Actually Work Everywhere It Should?

Before you sign off, confirm that the app operates consistently across:

  • All supported iOS and iPadOS versions
  • Different screen sizes
  • Slow or unstable network conditions
  • First-time user states and logged-in states

A build that “works on my phone” is not enough.

Make sure:

  • Testing wasn’t limited to one device
  • Core flows (sign-up, onboarding, main actions) are smooth
  • The app doesn’t crash, freeze, or hang under normal use

High-polish comes from eliminating friction before a user ever experiences it.

Performance: Is the App Stable and Responsive?

Apple’s reviewers pay close attention to:

  • Crashes
  • UI lag
  • Slow load times
  • Features that work sometimes but not always

Use your internal tools—Xcode, crash logs, TestFlight feedback—to confirm the app is stable. If there’s a “known issue” you plan to fix later, assume the reviewer will find it immediately.

Fast, smooth performance signals thoughtful design and sets the tone for the entire experience.

UI/UX: Is the Experience Clear, Intuitive, and Consistent?

Design quality plays a major role in whether an app feels ready for release. Ask:

  • Can a first-time user understand the main purpose within a few seconds?
  • Is navigation consistent from screen to screen?
  • Are buttons clearly labeled and large enough to tap comfortably?
  • Do screens feel clean and focused rather than cluttered?

Good UI/UX reduces frustration, improves clarity, and helps Apple’s reviewers understand your app quickly—which increases your chances of approval.

Accessibility: Can All Users Navigate the App?

Accessibility isn’t optional anymore. Make sure the design supports:

  • Larger text sizes
  • VoiceOver and screen-reader compatibility
  • Proper color contrast
  • Clear focus states
  • Reasonable touch targets

These aren’t just compliance steps—they’re part of creating ethical, inclusive products that anyone can use with confidence.

Onboarding: Does the App Set Users Up for Success?

Good onboarding helps people understand your app in seconds.

Before approving a submission, make sure onboarding:

  • Explains the core value clearly
  • Shows users where to start
  • Removes unnecessary steps
  • Avoids overwhelming first-time users

A simple, well-designed onboarding flow improves retention and gives reviewers immediate clarity about what the app does.

Content and Compliance: Does Anything Violate App Store Rules?

Design teams often focus on visuals and forget about compliance risks. Ask:

  • Is any content questionable (violence, explicit material, or unsafe behavior)?
  • If the app involves children, is everything age-appropriate?
  • If users can post content, is there a reporting or moderation system?

Apple is strict in these areas, and even small oversights can lead to immediate rejection.

Data Practices: Do Privacy Disclosures Match Reality?

Apple’s privacy requirements continue to tighten. Make sure:

  • You can clearly explain what data the app collects and why
  • The “App Privacy” section in App Store Connect matches the app’s behavior
  • The app isn’t gathering unnecessary data “just in case”
  • Sensitive information is handled securely
  • Privacy language is written in plain, honest terms

Users—and regulators—expect transparency. Apple does too.

Security: Is User Data Protected?

No matter how strong the design is, weak security will get your app rejected. Internal approval should include:

  • Encryption for data in transit
  • Secure handling of sensitive information
  • Removal of test endpoints, debugging tools, or leftover dev code
  • Proper authentication and session handling

If you’d hesitate to trust the app with your own information, it’s not ready for submission.

Monetization: Are Purchases and Subscriptions Clear?

Before signing off, confirm:

  • Pricing is clear and upfront
  • Subscription terms are easy to understand
  • Trial periods are explained without fine-print surprises
  • Users can easily find where to manage or cancel subscriptions

Dark patterns—even unintentional ones—create trust issues and often trigger rejections.

Marketing and App Store Assets: Are You Promising More Than You Deliver?

Everything in your listing needs to match the app’s current reality:

  • Screenshots must reflect the actual UI
  • The description must be accurate
  • Claims should be realistic—not aspirational
  • You shouldn’t rely on mockups of future features

Reviewers compare the listing to the build. If something feels inconsistent, they’ll question your submission.

Preparing for Rejection (So It Doesn’t Slow You Down)

Even well-built apps get rejected, but the best teams handle it efficiently.

If rejection happens:

  • Read Apple’s notes carefully
  • Reproduce the issue internally
  • Fix the core problem—not just the symptom
  • Provide a clear, concise response in the Resolution Center
  • Update your internal checklist so it doesn’t happen again

Polished teams recover quickly because they structured their process to expect the unexpected.

Final Thoughts

An App Store submission isn’t just a technical step—it’s a design milestone. It tests your product’s clarity, stability, privacy posture, and overall craft. When you ask the right questions before submitting, you don’t just avoid rejections. You release a product that feels intentional, trustworthy, and genuinely well-designed.