If you are getting ready to launch an iOS app, you have likely come a long way. Creating a new app is exciting. But getting that app into the hands of real users isn’t always easy. Maybe you are launching your first app, or it has been a while since you have done this the last time. As submitting an app to the App Store is not as simple as just pushing the ‘publish’ button, it is not as complicated as it may seem.

Apple has quite a strict policy when it comes to the quality of mobile applications. They have a high threshold and tight requirements not only for app performance but also for the implementation of security measures. All this combined creates a secure ecosystem for users, so they can be sure that the iOS applications are reliable.

Povio, a product design and software development company, has more than 10 years of experience in iOS application development. It all started with creating our own app, called the Povio app—think of it as the predecessor of Snapchat. We figured we were quite good at doing this, so our focus completely shifted, and we became focused on helping deliver products and ideas for other companies. Shortly after, we started working with different markets and industries. We have submitted 100+ apps for review, and during that time we have learned A LOT!

In this article, we want to share the step-by-step process and what the common reasons are for review rejections, so you can avoid common mistakes and pass the review stage on the first try.

Let’s dive in!

Sign Up for Apple Developer Program

First things first, let's open an account with Apple Developer Program, which will give you access to App Store Connects, a service that publishes applications.

Create an Apple ID

• Visit the Apple ID website to create a new Apple ID if you don't already have one.
• Ensure that the Apple ID is associated with a valid email address that you have access to.

Now, when you have your Apple ID, log into your iOS developer account and click ‘Start your Enrollment’!

Prepare Legal Entity Details

• Gather information about your legal entity, including:
• Name: The official name of your organization
• Address: The registered address of your organization
• Contact Information: A valid phone number and email address for your organization

Prepare a D-U-N-S Number

• Obtain a D-U-N-S number for your organization. This is a unique nine-digit identifier for businesses.
• You can request a D-U-N-S number from Dun & Bradstreet

Your Organization’s Website

• Ensure that your organization's website is publicly accessible and contains relevant information about your business and app.

Apple Developer Agreement

• Review and accept the Apple Developer Program License Agreement. This is necessary to publish apps on the App Store.

Complete the Purchase

• Enroll in the Apple Developer Program by visiting the Apple Developer website
• Complete the purchase process, which includes paying the annual fee.

When payment is received, Apple will confirm the successful creation of your Apple developer account. If you registered as an individual, this should last approximately 24 hours; if you registered on behalf of a company, you can expect an email within 2-4 weeks.

When your Apple developer account is created successfully, you can log in to App Store Connect as a developer. This will allow you to manage your app on the app store.

Create A Store Listing

At this point, you will need to add general information about your app to App Store Connect. Such information includes name, subtitle, description, keywords, and similar. To do that, create an app page in App Store Connect. Select “My Apps” in the App Store Connect panel, click on “+” and select “New App”.

Name

• Choose a unique and memorable name for your app that will appear on the App Store. The name length is up to 30 characters.

Subtitle

• Write a brief and compelling subtitle that describes the main functionality of your app. Description length is up to 30 characters.

Description

• Provide a detailed description of your app, highlighting its features, benefits, and any unique selling points.
• Use bullet points or short paragraphs to make the description easy to read.

Keywords

• Create a list of comma-separated keywords that describe your app.
• These keywords help improve your app's search ranking on the App Store.
• The more precise your keywords are, the higher the likelihood that your app will be seen and downloaded.

App Previews (Optional)

• Create short video previews of your app in action. These can be uploaded to the App Store to give users a better understanding of your app's functionality.

Graphic Assets

• App icons: Design app icons according to Apple's Human Interface Guidelines
• Screenshots: Capture high-quality screenshots of your app in use and follow Apple's guidelines for screenshot dimensions and formats.

Categorization

• Primary Category (Required): Select the most relevant category for your app. This helps users find your app in the appropriate section of the App Store.
• Secondary Category (Optional): Choose an additional category if your app fits into more than one category.

Contact details

• Provide a valid email address and phone number for users to contact you with support inquiries or feedback.

Pricing and availability

• Pricing: Select an appropriate pricing tier for your app. You can choose from free or various paid tiers.
• Availability: Specify the countries where your app will be available. It's common to select all countries to maximize your app's reach.

Support URL

• Provide a URL where users can find support for your app. This could be a dedicated support page on your website.

Marketing URL (optional)

• Provide a URL to a marketing or promotional page for your app. This can help drive traffic and interest.

App Content

Now you will need to provide some more information about the app's content, privacy policy, terms of use, age rating, and similar. Here is what you need to prepare:

App Store Review Guidelines

• Familiarize yourself with the App Store Review Guidelines to ensure your app complies with all requirements.

Privacy policy

• Provide a URL to your app's privacy policy.
• This document should explain how you collect, use, and protect user data.

Terms of Use

• Include a URL to your app's terms of use.
• This document outlines the rules and regulations users must agree to when using your app.

Age rating

• Review all age rating options and select the appropriate rating for your app based on its content.
• To do this, open the App Store Connect panel, go to the build information screen, and click “Set Restriction”.

App credentials

• If applicable, provide a username and password for the review team to access your app.
• This is necessary if your app requires login credentials to function.

App Analytics

• Set up App Analytics in App Store Connect to track user engagement, sales, and other important metrics.

Instructions for the Review Team (optional)

• Provide any additional instructions for the review team in text or video form.
• This can include specific features to test or known issues to be aware of.

Final Checklist

Take note of Apple’s high standards and keep them! Their App Store guidelines are categorized in five categories:

1. Business
2. Design
3. Legal
4. Performance
5. Safety

Here is the final checklist for submitting the app:

Compliance with Guidelines

• Double-check that your app complies with all relevant Apple guidelines and policies.

Final Testing

• Perform thorough testing on all supported devices and iOS versions to ensure there are no issues.

Submission

• Review times vary greatly depending on the complexity of the app. Our experience says that approximately 50% of the reviews are completed within 24 hours and 90% within 48 hours.

Keep in mind that the first app review is the most critical and thorough. Every further update is, of course, reviewed, but it takes less time for verification.

It might happen that the App Store rejects your application. If you understand the reason, fix the issue and resubmit the application for review. If you are not sure why the application has been rejected, we suggest you use Resolution Center, where you can talk with the App Review support team.

Submitting your app to Apple’s App Store is a major milestone for your business. Partnering with Povio means you'll have expert support from start to finish—helping you develop your app and guiding you through the best practices for a seamless submission. This lets you focus on growing your business and start earning from your app sooner. If you prefer to handle the upload yourself, we’ve created a handy checklist to make the process easier.

Even with access to detailed guides and advanced AI tools, designing, developing, and publishing an iOS app can be a complex and time-consuming process. If you're short on time or need to focus on other aspects of your business, Povio is here to help.

As a proud Y Combinator Winter 2014 alumn, Povio boasts a track record of over 1,000 successful projects and a dedicated team of more than 200 experts. Our extensive portfolio features custom solutions for prominent clients such as Volkswagen, innovative companies like Flexport, and notable personalities including Serena Williams and Arnold Schwarzenegger.

Why partner with Povio? Our impressive network of over 400 satisfied clients and a 90% referral rate reflect our commitment to excellence. We deliver a smooth and enjoyable experience, supported by a top-notch project management team and quality assurance professionals for every project. Whether you're expanding your business, introducing new products, or enhancing current systems, Povio is committed to propelling your success. Reach out and let us know what you're up to!