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Apple App Store Review Guidelines

When implementing or reviewing any feature for an iOS/iPadOS app, consider ALL the rules below. Proactively identify which guidelines apply to the code/feature in question and alert about possible violations before they cause rejection.

Introduction

The guiding principle of the App Store is simple — provide a safe experience for users to get apps and a great opportunity for all developers to be successful. We do this by offering a highly curated App Store where every app is reviewed by experts and an editorial team helps users discover new apps every day. We also scan each app for malware and other software that may impact user safety, security, and privacy. These efforts have made Apple's platforms the safest for consumers around the world.

In the European Union, developers can also distribute notarized iOS and iPadOS apps from alternative app marketplaces and directly from their website; in Japan, developers can also distribute iOS apps from alternative app marketplaces. Learn more about alternative app marketplaces, Web Distribution, and Notarization for iOS and iPadOS apps.

For everything else there is always the open Internet. If the App Store model and guidelines or alternative distribution and Notarization for iOS and iPadOS apps are not best for your app or business idea that's okay, we provide Safari for a great web experience too.

On the following pages you will find our latest guidelines arranged into five clear sections: Safety, Performance, Business, Design, and Legal. The App Store is always changing and improving to keep up with the needs of our customers and our products. Your apps should change and improve as well in order to stay on the App Store.

A few other points to keep in mind about distributing your app on our platforms:

• We have lots of kids downloading lots of apps. Parental controls work great to protect kids, but you have to do your part too. So know that we're keeping an eye out for the kids.
• The App Store is a great way to reach hundreds of millions of people around the world. If you build an app that you just want to show to family and friends, the App Store isn't the best way to do that. Consider using Xcode to install your app on a device for free or use Ad Hoc distribution available to Apple Developer Program members.
• We strongly support all points of view being represented on the App Store, as long as the apps are respectful to users with differing opinions and the quality of the app experience is great. We will reject apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it.
• If you attempt to cheat the system (for example, by trying to trick the review process, steal user data, copy another developer's work, manipulate ratings or App Store discovery) your apps will be removed from the store and you will be expelled from the Apple Developer Program.
• You are responsible for making sure everything in your app complies with these guidelines, including ad networks, analytics services, and third-party SDKs, so review and choose them carefully.
• Some features and technologies that are not generally available to developers may be offered as an entitlement for limited use cases. For example, we offer entitlements for CarPlay Audio, HyperVisor, and Privileged File Operations.

Before You Submit

To help your app approval go as smoothly as possible, review the common missteps listed below that can slow down the review process or trigger a rejection. This doesn't replace the guidelines or guarantee approval, but making sure you can check every item on the list is a good start. If your app no longer functions as intended or you're no longer actively supporting it, it will be removed from the App Store.

Make sure you:

• Test your app for crashes and bugs
• Ensure that all app information and metadata is complete and accurate
• Update your contact information in case App Review needs to reach you
• Provide App Review with full access to your app. If your app includes account-based features, provide either an active demo account or fully-featured demo mode, plus any other hardware or resources that might be needed to review your app (e.g. login credentials or a sample QR code)
• Enable backend services so that they're live and accessible during review
• Include detailed explanations of non-obvious features and in-app purchases in the App Review notes, including supporting documentation where appropriate
• Check whether your app follows guidance in other documentation, such as:

Developer Documentation: SwiftUI, UIKit, AppKit, App extensions, Optimizing Your App's Data for iCloud Backup, Apple File System, App Store Connect Help, Developer Account Help.

Design Guidelines: Human Interface Guidelines.

Brand and Marketing Guidelines: Marketing Resources and Identity Guidelines, Apple Pay Marketing Guidelines, Add to Apple Wallet Guidelines, Guidelines for Using Apple Trademarks and Copyrights.

1. Safety

1.1 Objectionable Content

1.1.1 Defamatory, discriminatory, or malicious content about religion, race, sexual orientation, gender, national/ethnic origin. Political satirists are generally exempt.

1.1.2 Realistic depictions of people/animals being killed, maimed, tortured. "Enemies" in games cannot be solely from a specific real race/culture/government.

1.1.3 Depictions that encourage illegal use of weapons or facilitate the purchase of firearms/ammunition.

1.1.4 Explicit sexual material or pornography. Includes "hookup" apps and apps that facilitate prostitution/human trafficking.

1.1.5 Inflammatory religious commentary or inaccurate/misleading religious quotes.

1.1.6 False information and misleading features (fake location trackers, etc.). "For entertainment purposes" does not override this rule. Anonymous call/SMS apps or prank apps will be rejected.

1.1.7 Harmful concepts that capitalize on recent events (conflicts, terrorist attacks, epidemics).

1.2 User-Generated Content (UGC)

Apps with UGC or social networks MUST include:

• A method to filter objectionable material
• A mechanism to report offensive content with timely responses
• Ability to block abusive users
• Published contact information

Apps used primarily for pornography, Chatroulette-type experiences, objectification of real people, physical threats, or bullying will be removed without notice.

1.2.1 Creator Content: Apps which feature content from a specific community of users called "creators" are a great opportunity if properly moderated. These apps present a singular, unified experience for customers to interact with various kinds of creator content. They offer tools and programs to help this community of non-developer creators to author, share, and monetize user-generated experiences. These experiences must not change the core features and functionality of the native app — rather, they add content to those structured experiences. These experiences are not native "apps" coded by developers — they are content within the app itself and are treated as user-generated content by App Review. Such creator content may include video, articles, audio, and even casual games. The App Store supports apps offering such user-generated content so long as they follow all Guidelines, including Guideline 1.2 for moderating user-generated content and Guideline 3.1.1 for payments and in-app purchases. You should communicate to users which content requires additional purchases.

(a) Creator apps must provide a way for users to identify content that exceeds the app's age rating, and use an age restriction mechanism based on verified or declared age to limit access by underage users.

1.3 Kids Category

• No external links, purchase opportunities, or distractions (except in an area with a parental gate)
• Comply with privacy laws for children's data collection
• No personally identifiable information sent to third parties
• No third-party analytics (except limited cases without IDFA or identifiable information)
• Contextual third-party advertising allowed in limited cases with human review of creatives

1.4 Physical Harm

1.4.1 Medical apps with inaccurate data are reviewed more strictly. Apps must disclose data/methodology. No measurement of X-rays, blood pressure, temperature, glucose, or oxygen using only device sensors.

1.4.2 Dosage calculators must come from manufacturers, hospitals, universities, insurers, pharmacies, or approved entities, or have FDA/equivalent approval.

1.4.3 No encouragement of tobacco/vape consumption, illegal drugs, or excessive alcohol. No sale of controlled substances (except licensed pharmacies and legal cannabis dispensaries).

1.4.4 DUI checkpoints only those published by police. Never encourage drunk driving or reckless behavior.

1.4.5 Apps must not incite activities (gambling, challenges) or device usage in ways that risk physical harm.

1.5 Developer Information

App and Support URL must include an easy way to make contact. Wallet passes must have valid contact information and a dedicated certificate.

1.6 Data Security

Implement appropriate security measures to protect user data against unauthorized use, disclosure, or third-party access.

1.7 Criminal Activity Reporting

Criminal reporting apps must involve local police and can only be offered where such involvement is active.

2. Performance

2.1 App Completeness

(a) Submissions must be final versions with complete metadata and functional URLs. No placeholder text or temporary content. Test on device. Include demo account (or demo mode with prior approval). Incomplete or crashing apps will be rejected.

(b) IAPs must be complete, up-to-date, visible, and functional for the reviewer.

2.2 Beta Testing

Demos, betas, and trials do not belong on the App Store — use TestFlight. TestFlight apps must comply with App Review Guidelines. No distribution to testers in exchange for compensation.

2.3 Accurate Metadata

All metadata (privacy, description, screenshots, previews) must reflect the app's core experience.

2.3.1(a) Don't include any hidden, dormant, or undocumented features in your app; your app's functionality should be clear to end users and App Review. All new features, functionality, and product changes must be described with specificity in the Notes for Review section of App Store Connect (generic descriptions will be rejected) and accessible for review. Similarly, marketing your app in a misleading way, such as by promoting content or services that it does not actually offer (e.g. iOS-based virus and malware scanners) or promoting a false price, whether within or outside of the App Store, is grounds for removal of your app from the App Store or a block from installing via alternative distribution and termination of your developer account.

2.3.1(b) Egregious or repeated behavior is grounds for removal from the Apple Developer Program. We work hard to make the App Store a trustworthy ecosystem and expect our app developers to follow suit; if you're dishonest, we don't want to do business with you.

2.3.2 If the app has IAPs, description/screenshots/previews must clearly indicate which items require additional purchase.

2.3.3 Screenshots must show the app in use, not just title art, login, or splash screen.

2.3.4 Previews can only use video screen captures from the app. May include narration and explanatory overlays.

2.3.5 Select the most appropriate category.

2.3.6 Answer age rating honestly.

2.3.7 Unique name (max 30 characters). No trademarked terms, popular names, or irrelevant information in metadata. Subtitles without inappropriate content or unverifiable claims.