Being rejected for your app on Google Play or the App Store does not mean it is badly made. It means a reviewer —a person, not an algorithm— has found something that breaks their rules, and it is almost always one of about half a dozen things that can be anticipated. These are the ones we see most often, and how to avoid them before sending the app for review.
First, the important thing: a rejection is not the end
You fix it and submit it again. What costs time is the delay: each round takes days, sometimes a week, and if you have a committed launch date, three rejections in a row can wipe out the whole month. That is why it is worth submitting it right the first time, instead of relying on fixing it later.
The six most common reasons
1. Permissions you do not justify
Asking for location, camera, or contacts without it being clear why is the number one reason for rejection. Both stores require every permission to have a visible reason for the user, and Apple also asks for an explanatory text shown when requesting it. The solution is not to write better copy: it is not to ask for what you do not need.
2. There is no privacy policy, or it does not tell the truth
It has to exist, be on an accessible URL, and match what the app actually does. Both stores also require you to declare what data you collect and why. If you declare that you collect nothing and then include an advertising or analytics SDK, they will find it.
3. The app does not do enough
Apple is explicit in its review guidelines: an app that only shows your website in a window, or that offers little more than a brochure, is rejected. If your idea is “my website but in an app,” that is the reason they will reject it, and it is worth knowing before paying for it.
4. You charge outside their system
If you sell digital content or subscriptions consumed inside the app, you have to use the store’s payment system and pay its commission. Linking to your website so users can pay there is an immediate rejection. Note: physical goods and real-world services can be charged outside the app; the boundary is subtler than it seems and should be reviewed case by case.
5. Missing information to test it
If the app requires an account, you must provide working test credentials. A reviewer who hits a login screen and cannot get in will reject it. It sounds obvious, and it is one of the most common reasons.
6. AI-generated content not declared
This is the newest issue and where more people are stumbling now. If your app generates text, images, or responses with artificial intelligence, you must declare it and explain what control exists over what it produces. Hiding it will not work.
Differences between the two stores
| Google Play | Faster review, sometimes hours. Very strict with sensitive permissions and data safety declarations. Every year, the minimum system level it accepts goes up. |
| App Store | Slower and more human review, with its own judgment. Strict about the app’s usefulness, in-app payments, and privacy. When it rejects, it usually explains the reason precisely. |
| Both | Mandatory privacy policy, data declarations, test credentials if there is access, and screenshots that match what the app actually does. |
The checklist we review before submitting
- Every permission the app requests has a visible reason, and the unnecessary ones have been removed.
- Privacy policy published, accessible, and consistent with what the app collects.
- Data declarations completed in both stores, including third-party SDKs.
- Working test credentials, tested from scratch that same day.
- Real screenshots of the app, not mockups with screens that do not exist.
- If there are in-app charges, they are made with the store’s system and verified on the server.
- If there is AI, it is declared and there is human control over what it generates.
- The app works offline or clearly warns that it needs a connection.
What to do if you have already been rejected
Read the full reason, not just the headline: they usually cite the exact point in their rules and sometimes attach a screenshot. Fix only that, reply in the same thread explaining what you changed, and submit again. If you think they made a mistake, you can request a review —both stores allow it— but be clear: when the reason is that the app adds little value, arguing rarely works; what works is giving the app a reason to exist.
Frequently asked questions
How many times can I resubmit?
As many as you need; there is no penalty for trying again. What adds up is the time.
Do they reject more on Apple than on Google?
Apple rejects more and for more subjective reasons. Google rejects less on the first review but is unforgiving with data policies and may remove your app later if it detects a violation.
Can they remove my app once it is published?
Yes, and it happens. For violating new policies or for not updating to the minimum system level they require each year.
We publish our own apps, so we have been through these rounds. If you are stuck in review or want to avoid that from the start, see how we work on custom apps: publishing is a phase of the project, with its own time and owner.
Related guides
- How much it costs to make an app, with a breakdown by phase and the cost of maintaining it.
- Custom apps, what is included and what is not in a project.
