Rejection Guide

How to Appeal an App Store Rejection

Your app got rejected and you think it's unfair. Here's how to dispute the decision, what actually works in appeals, and when to escalate to the App Review Board.

📋 TL;DR - The Appeal Process

• First: Respond via Resolution Center in App Store Connect
• If that fails: Request a phone call with App Review
• Last resort: Escalate to the App Review Board
• Only appeal if you genuinely believe the rejection was wrong
• Sometimes it's faster to just fix the issue and resubmit

Should You Appeal or Just Fix It?

Before you spend time on an appeal, ask yourself: Is this worth fighting? Sometimes the fastest path to approval is just making the change Apple wants, even if you disagree.

Good Reasons to Appeal

• The reviewer misunderstood your app's functionality
• The rejection cites a guideline that doesn't apply
• Similar apps are approved (and you can name them)
• You have evidence the reviewer missed information you provided
• The requested change would break core functionality
• Previous versions with the same feature were approved

Just Fix It Instead

• The fix is quick and doesn't hurt your app
• You actually did violate the guideline
• It's a subjective design choice Apple dislikes
• You're trying to work around a clear rule
• Time-to-market matters more than winning the argument
• This is your first submission and you're unsure

Real Talk

Appeals take time. A typical back-and-forth can add 3-7 days to your timeline. If your rejection is for something fixable in an hour, fixing is almost always faster than arguing.

Step 1: Use the Resolution Center

The Resolution Center in App Store Connect is your first stop. This is where you communicate directly with the reviewer who rejected your app.

Go to App Store Connect

Find your app, then click on the rejected submission. Look for the "Resolution Center" link.

Read the Full Rejection Reason

Make sure you understand exactly what they're objecting to. Sometimes the email summary misses details that are in the full message.

Click "Reply"

Write your response. Be clear, concise, and professional. You can attach screenshots or documents if helpful.

Wait for Response

Responses typically come within 24-48 hours. The same reviewer or a colleague will reply.

Pro tip: You can reply to the Resolution Center as many times as needed. It's a conversation, not a one-shot appeal. But don't spam—give them time to respond between messages.

How to Write an Effective Appeal

Your appeal should be clear, factual, and respectful. The reviewer is a human who made a judgment call. Your job is to give them information they might have missed, not to lecture them.

Structure That Works

1. Acknowledge the rejection: "Thank you for reviewing our app. I'd like to provide additional context about [specific issue]."
2. Explain the misunderstanding: What did they get wrong? Be specific.
3. Provide evidence: Screenshots, documentation, or examples that support your case.
4. Reference guidelines: If the guideline doesn't actually apply, explain why.
5. Offer a solution: If there's a middle ground, propose it.
6. Be respectful: Thank them for their time and consideration.

Example Appeal Messages

Example: Misunderstood Functionality

Hi,

Thank you for the review. I believe there may be a misunderstanding about our app's payment functionality.

The rejection states we're "requiring payment for features available free elsewhere." However, our premium features are:

1. Cloud sync across unlimited devices (not available in free apps)
2. Custom AI-generated content (costs us to provide)
3. Offline access to premium templates

These are genuine value-adds, not paywalled free features. I've attached a comparison chart showing how our pricing compares to [Competitor A] and [Competitor B], both of which are approved in the App Store.

Would you be able to reconsider based on this context?

Thank you,
[Name]

Example: Pointing to Approved Competitors

Hi,

I'd like to understand the rejection better. Our app was rejected under Guideline 4.2 for "limited functionality."

However, several apps with similar or even less functionality are currently live:
- [App Name 1] - does X only
- [App Name 2] - similar scope to ours
- [App Name 3] - approved last month with same feature set

Our app provides [list of features]. Could you clarify what additional functionality would be needed, or how our app differs from the approved examples above?

I want to make sure we meet the guidelines and would appreciate any specific guidance.

Thank you,
[Name]

What NOT to Say

• "This is ridiculous" or "You're wrong"
• "I'll contact my lawyer" (unless you actually will)
• "Other apps do this so I should be allowed to"
• Long emotional rants about how hard you worked
• Threats to switch to Android or leave the platform

Step 2: Escalate to the App Review Board

If the Resolution Center conversation goes nowhere and you genuinely believe you're in the right, you can escalate to the App Review Board. This is Apple's internal appeals body.

Important Note

The App Review Board should be a last resort. Only escalate after you've tried the Resolution Center and truly believe the decision is wrong. Frivolous escalations can hurt your reputation with Apple.

How to Submit to the App Review Board

Go to the Appeal Form

Visit developer.apple.com/contact/app-store and select "Appeal" as your topic.

Select Your App and Build

Choose the specific submission that was rejected.

Write Your Appeal

Explain why you believe the rejection was incorrect. Reference your Resolution Center conversation. Be factual and concise.

Wait for the Board's Decision

The App Review Board typically responds within 5-7 business days. Their decision is usually final.

The App Review Board consists of senior reviewers who weren't involved in your original rejection. They review the case fresh, which can work in your favor if the original reviewer made an error.

Requesting a Phone Call

Sometimes text-based communication isn't enough. Apple offers the option to schedule a phone call with the App Review team to discuss your rejection.

When Phone Calls Help

Complex functionality that's hard to explain in text
Demonstrating a feature live is easier than describing it
The written back-and-forth has stalled
You need to understand exactly what Apple wants

To request a call, reply in the Resolution Center and ask: "Would it be possible to schedule a call to discuss this further? I believe I could better demonstrate [feature/context] in a conversation."

Phone calls are typically 15-30 minutes. Come prepared with specific questions and, if possible, have the app ready to demonstrate.

What If Your Appeal Is Denied?

If the App Review Board upholds the rejection, your options are limited. Here's what you can do:

Accept and Comply

Make the changes Apple requires. It's not ideal, but it gets your app live. You can always iterate later.

Find a Creative Alternative

Sometimes there's a way to achieve your goal differently. Can you implement the feature in a way that satisfies Apple's concern?

Consider Web Distribution

For features Apple won't allow (like certain payment systems), a web app or PWA might be an alternative.

Wait and Try Later

Guidelines change. Features that were rejected in the past sometimes get approved as Apple updates policies. Check back in 6-12 months.

What NOT to Do

• Don't try to "sneak" the feature back in a future update
• Don't create a new developer account to submit the same app
• Don't publicly trash Apple (it won't help and could hurt you)
• Don't give up on your app entirely—adjust and move forward

Frequently Asked Questions

How long does the appeal process take?

Resolution Center responses: 24-48 hours. App Review Board: 5-7 business days. Total process if escalated fully: 1-2 weeks.

Can I keep my app in "Waiting for Review" while appealing?

Yes. You don't need to resubmit to appeal. Your rejected build stays in App Store Connect while you discuss in the Resolution Center.

Will appealing hurt my relationship with Apple?

Not if you do it professionally and for legitimate reasons. Apple expects some developers to disagree. What hurts is being rude, dishonest, or repeatedly wasting their time.

Should I mention other apps that are "getting away with it"?

You can reference competitors, but do it carefully. Frame it as "seeking to understand the guidelines" rather than "they do it so I should too." Apple may investigate those apps, but that doesn't automatically help you.

What if I genuinely can't figure out what Apple wants?

Ask directly in the Resolution Center: "Could you provide specific guidance on what changes would make this app compliant?" Sometimes they'll give you a clear answer. Other times they'll say "read the guidelines"—in which case, request a phone call.

Can I submit a new version while my appeal is pending?

Yes. If you fix the issue and submit a new build, the new submission goes through normal review. Your appeal on the old build can continue separately, but it becomes moot if the new version is approved.

Prevent Rejections Before They Happen

The best rejection is the one that never happens. Our AI Review Toolkit helps identify potential guideline violations before you submit, so you spend less time in appeals and more time shipping.

Get the AI Toolkit