What each section covers — and why Apple checks it
App listing
The metadata a buyer sees on your product page. App Store Connect enforces character limits here (name 30, subtitle 30, promotional text 170, description 4000, keywords 100, What's New 4000 per locale). Apple also fetches your privacy and support URLs — if either returns a 4xx or 5xx, the validation fails before you can submit for review.
Screenshots
6.9-inch iPhone is the single required set since early 2024. 13-inch iPad Pro is required if your app supports iPad. Apple Watch, Apple TV, Mac, and Vision Pro are required only if you're shipping on those platforms. Every image must be the exact pixel dimensions for the device class and must be opaque PNG or JPEG. Orientation must be consistent within a set.
App Details
Age rating is a questionnaire in App Store Connect under App Information. You must answer every question — partial answers block submission. Primary and (optional) secondary category affect where you appear in category browsing. Content rights declaration asks whether your app contains third-party content (if yes, you need rights to use it). The Apple Developer Program License Agreement must be accepted for the current version.
Build
At least one build must be attached to the version. The build has to finish processing (ITC can take 5-60 minutes after upload) before you can attach it. If the build was rejected in TestFlight review, it cannot be submitted for App Store review until that is resolved.
Compliance
Export compliance is a three-question wizard — most apps qualify for the
"standard cryptography" exemption but you must say so explicitly. Content rights
declaration covers third-party content. IDFA (advertising identifier) usage must be
declared if your code calls ASIdentifierManager, which happens
automatically when common ad SDKs are linked.
Localizations
Every locale you add needs its metadata filled. Missing a required field in one locale blocks the submission — even if you filled it in every other locale. What's New notes are required per locale, per version.
Tip: AppConsul shows your submission state for every app and every locale at a glance, flags missing fields before you open App Store Connect, and on the Pro tier can submit for review programmatically through the App Store Connect API. See AppConsul →
The most common human-reviewer rejections
Guideline 2.1 — Information Needed
Reviewers cannot reproduce a reported problem and ask for a video or a demo account. Pre-empt this by including test credentials in the App Review Information panel and a short demo video link. Apps behind an onboarding wall or paywall should always include demo credentials.
Guideline 2.3.7 — Metadata
Misleading or inappropriate metadata: rank claims ("#1 fitness app"), price claims in the app name ("Free"), competitor brand names in keywords, or language in the description that contradicts what the app does. Fix the copy, resubmit.
Guideline 4.0 — Design
Subjective quality bar. Apps that feel like wrapped websites, lack iOS navigation patterns, or are clones of existing apps get cited here. Usually requires a design iteration, not just a copy change.
Guideline 5.1.1 — Privacy / Data Collection
Most-cited privacy rejection. Sub-points that come up frequently: 5.1.1(v) requires sign-in only when the feature truly needs an account; Info.plist permission strings must explain why you need each permission; the privacy policy URL you submit must actually disclose every data type you selected in the App Privacy section.
Frequently asked questions
What triggers automatic App Store rejection before human review?
App Store Connect validation failures: unresolved privacy or support URL, missing required screenshot set, unanswered export compliance, missing age rating, invalid marketing icon (alpha channel), missing or unprocessed build, unfilled required localization metadata.
Does my submitted build need to pass TestFlight review first?
No. New builds can be submitted for App Store review directly after processing completes, without an external TestFlight pass first. Most teams still run a final TestFlight sanity check.
What is guideline 4.0 and why do reviewers cite it?
Design guideline — subjective quality bar, cited against wrapped websites, clones, and apps that feel non-native.
What is guideline 5.1.1 about?
Privacy and data collection. Most common causes: requiring sign-in unnecessarily, missing Info.plist permission explanations, privacy policy that does not disclose the data types you declared.
Running this checklist every release? Use AppConsul.
AppConsul shows per-app, per-locale submission readiness at a glance, syncs with the App Store Connect API, and lets you submit for review without leaving your Mac.
See AppConsul →