App Store and Google Play Submission: Avoiding Rejection
Most store rejections come from missing preparation, not broken code. Here is what needs to be ready before you submit, for both stores.
rabbitclip teamPublished: 5 min read
Short answer
Most App Store and Google Play rejections come not from broken code but from a missing privacy policy, an unexplained permission request, or a missing test account. When those are ready before submission, the app usually clears review the first time.
The two stores review differently. Apple leans on human review and is stricter about it; Google relies more on automated scanning but still acts firmly on policy breaches. Each needs its own preparation.
What needs to be ready before submission
A privacy policy is mandatory for both stores, and it needs to genuinely reflect the data the app collects; a copy-pasted template tends to cause problems in review.
If the app requests a permission (location, camera, notifications), a short explanation of why it needs that permission should be visible to both the user and the reviewer. Apple looks for this specifically.
- A privacy policy (accessible via a live URL)
- Permission explanations (location, camera, notifications, contacts)
- A test account for review (for apps requiring login)
- Screenshots and store copy that reflect the actual interface
Why Apple rejects apps
Apple's most common grounds for rejection include missing functionality (crashes, blank screens), an unexplained permission, and violations of in-app purchase rules. A reviewer actually uses the app; if the test account does not work, rejection follows.
Another frequent reason is that the app looks like a plain wrapper around a website. Apple wants to see genuine native value; that makes attention to interface and experience worth the effort.
Why Google Play rejects apps
On Google's side, the most common issue is a Data Safety form that does not match what the app actually collects. If that form is filled in incompletely or incorrectly, automated systems flag it.
The target API level also needs staying current; Google raises the minimum target API level every year, and apps left on an old level can lose the ability to be installed or updated.
One workwear manufacturer's experience
A workwear manufacturer's B2B ordering app was rejected on first submission because the reason for requesting location permission was not explained. An explanation was added and the same version resubmitted the same day; it passed second review.
This is a useful example: rejection usually comes not from bad code but from something a reviewer could not see explained. Getting the preparation list right upfront prevents most of it.
The decision criterion here was straightforward: for every permission the app requested, a one-sentence answer to 'what does this permission actually do in the app' was written down. That single step got the second submission through both Apple and Google without issue.
How to prepare: step by step
Treating submission prep as a sequence rather than a one-off checklist lowers risk on both stores. The first step is listing every permission the app requests and writing the user-facing explanation for each one in advance; this can be done at the design stage, before development finishes.
The second step is creating a test account that genuinely works for every screen requiring login, and walking through the app end to end as a reviewer would. The third is counting every piece of data the app actually collects, including any analytics tool or notification service, when filling in Google Play's Data Safety form; even one forgotten third-party service can invalidate the whole form.
The last step is checking that the submission screenshots and store copy match the app's current interface exactly; a screenshot left over from an older design is a small but surprisingly common reason for rejection.
Common mistakes
The most frequent mistake is writing the privacy policy and permission explanations at the last minute, the night before submission, once development is finished; rushed copy tends to collapse into generic sentences that satisfy neither the reviewer nor the user.
The second is assuming a version that passed on one platform will pass on the other without changes. Apple and Google look at different things; a permission explanation that satisfies Apple can still leave Google's Data Safety form incomplete. Each store needs preparing on its own terms.
- Leaving the privacy policy and permission copy until the last minute
- Assuming preparation good enough for one store is good enough for both
- Creating the test account right before submission, without actually trying it
How long does review take
Apple review typically resolves within a few days, but a rejection and resubmission cycle extends that. Google's automated review runs faster, but apps flagged for a policy issue move into manual review and can take longer.
Store rejection is usually a preparation gap, not a coding problem; when the privacy policy, permission explanations and test account are complete from the start, the process runs smoothly. If you are submitting for the first time or resubmitting with an update, this is a checklist worth going through together.
FAQ
How long does App Store review take?
Usually a few days; there is no guaranteed time and it varies with review volume.
Why does the Data Safety form matter so much on Google Play?
If the data declared in the form does not match what the app actually collects, automated systems flag it, which can lead to rejection or suspension.
Can an app be submitted without a test account?
Not for apps that require login; the reviewer or system needs to actually be able to use the app.
Does the process start over after a rejection?
No, typically the stated issue is fixed, the same version is resubmitted, and it re-enters the review queue.
