Many first-time founders assume that once an app is built, it simply appears in the stores. It doesn't. Both Apple and Google review every submission, and your app only goes live once it passes. Understanding this gatekeeping step — what they check, how long it takes and why apps get bounced — saves you from launch-day surprises and embarrassing delays.
Here's what to expect from the approval process and how to clear it on the first attempt.
Why the stores review apps at all
Apple and Google review submissions to protect their users from apps that are unsafe, broken, deceptive or inappropriate. It's quality control for their platforms. The bar isn't arbitrary, but it is strict — especially Apple's — and the rules change over time, so even experienced teams keep up with current guidelines.
Apple's App Store review
Apple's process is the more rigorous of the two, with significant human review against detailed guidelines.
How long it takes
Most apps are reviewed within 24-48 hours, though it can run longer at busy times or for complex apps. Plan for a few days, not a few minutes.
What Apple checks
- It works. No crashes, no obvious bugs, no broken features or placeholder content.
- Privacy. Clear, accurate privacy disclosures and a valid privacy policy.
- Guideline compliance. Adherence to Apple's extensive rules on content, payments and behaviour.
- Real value. Apple rejects apps it deems too thin — a glorified website with no app-like value may not pass.
Google Play review
Google's process leans more on automated checks, though it has tightened considerably in recent years and now includes more human review than it once did.
How long it takes
Often comparable to Apple, but new developer accounts can take several days while Google establishes trust. Set your account up early.
What Google checks
- Policy compliance on content, ads and behaviour.
- Security — scanning for malware and harmful code.
- Permissions — your app shouldn't request access it doesn't need.
- Accurate listings — your store description must match what the app does.
Common reasons apps get rejected
Most rejections are routine and avoidable. The usual culprits:
- Crashes and bugs reviewers hit straight away — thorough testing prevents this.
- Missing or inadequate privacy policy and unclear data disclosures.
- Incomplete information — reviewers can't access a feature or log in to test it.
- Too little value — especially on Apple, a thin app that's really just a website.
- Guideline breaches around payments, content or misleading claims.
Notice how many trace back to testing and preparation — which is why a proper QA process before submission pays off. Our guide to the app development process covers where testing fits in.
How to pass first time
- Test exhaustively. Most rejections are bugs reviewers find in minutes.
- Sort your privacy policy and data disclosures before you submit.
- Give reviewers everything — test logins, demo accounts and clear notes on how features work.
- Read the current guidelines. They change; don't rely on last year's rules.
- Submit early. Don't make approval the last thing between you and a hard launch date.
Let your developer handle it
An experienced team manages submissions routinely and knows the current pitfalls, which is one of the quiet benefits of hiring well. Just make sure the developer accounts are registered in your business's name so you own your listings outright. Browse vetted UK app development companies in our directory and ask how they handle store submission and rejections — a team that does this often will get you live faster and with fewer surprises. Approval is just one step; with the right partner, it's a smooth one.