Index
Publishing an app on Apple's App Store is fundamental for developers wishing to reach and access a broad user base. However, the path to getting there can be fraught with challenges, such as the app store's high costs, complex guidelines and long approval processes.
In this article we'll show how to successfully upload an app, what costs you need to calculate and what must be taken into consideration to make the app's publication efficient.
In this article we'll show how to successfully upload an app, what costs you need to calculate and what must be taken into consideration to make the app's publication efficient.
Publication requirements
In the past, unlike Android, iOS users had no way to download apps from alternative sources. Every app intended to be available on iPhone or iPad had to be published via Apple's App Store. The only exceptions were preinstalled Apple apps and the beta testing programme TestFlight. However, for some time now, in the European Union only, it has been possible to install apps from sources other than the App Store.
Publication requirements:
Publication requirements:
- Xcode: Apple provides Xcode, a development environment, for the development of apps. It is exclusively available on macOS and essential for creating and testing iOS apps.
- Apple developer account: to send an app it is necessary to have a paid developer account. The annual quote is $99.
- D-U-N-S number: a D-U-N-S number is necessary for companies to be univocally identified when registering for Apple's Developer Program.
- App review: Apple manually examines every sent app. There are rigid guidelines for design and content to guarantee that users receive only high-quality and safe apps.
- Fees: Apple charges a 15-30% commission on sales generated via the App Store.
Advantages for developers:
- High-quality public: the App Store is aimed at a public interested and oriented towards quality. Many iOS users are willing to pay for apps or make in-app purchases.
- Reliable platform: thanks to the rigorous revision process, apps on the App Store enjoy a high level of trust among users.
- International presence: the App Store is available in over 175 countries and offers a high number of monetisation and localisation options.
- Visibility through recommendations: Apple highlights particularly successful apps in specific publishing categories, such as "App of the day" or "Our favourites", increasing visibility for developers.
Official guidelines
The App Store Review Guidelines are a collection of Apple's official guidelines related to the content and design of apps. These must be respected for apps to be published. As they are continuously updated it is important to keep up. These guidelines can be grouped in five macro areas:
- Security
- Performance
- Business
- Design
- Legal
So let's look at them point by point.
1. Security
Security is probably Apple's most important pillar. The main focus is protecting users from any potential harm. For this reason, the section covers a wide range of issues: from offensive content blocking to the creation of solid data security. Any app that tries to deceive, exploit or endanger users' security will be rapidly rejected and closed.
This translates into the need for clarity as to personal data management procedures, user-generated content, physical safety in the case of medical apps and the creation of a safe space for your users.
This translates into the need for clarity as to personal data management procedures, user-generated content, physical safety in the case of medical apps and the creation of a safe space for your users.
2. Performance
The performance section is based on a simple concept: an app needs to function exactly as it is presented, namely as a final, functioning version, free of bugs, crashes or corrupt links. A user that downloads an app shouldn't be faced with performance-related issues.
"Submissions to App Review, including apps you make available for pre-order, should be final versions with all necessary metadata and fully functional URLs included; placeholder text, empty websites, and other temporary content should be scrubbed before submission. Make sure your app has been tested on-device for bugs and stability before you submit it, and include demo account info (and turn on your back-end service!) if your app includes a login."
Most app rejections on the App Store are due to performance-related shortcomings.
"Submissions to App Review, including apps you make available for pre-order, should be final versions with all necessary metadata and fully functional URLs included; placeholder text, empty websites, and other temporary content should be scrubbed before submission. Make sure your app has been tested on-device for bugs and stability before you submit it, and include demo account info (and turn on your back-end service!) if your app includes a login."
Most app rejections on the App Store are due to performance-related shortcomings.
3. Business
The business section concerns monetisation through apps, and Apple comes with strict rules for in-app payments, subscriptions and advertisements. The purpose is to avoid unclear prices, hidden commissions or misleading purchase screens.
The manipulation of reviews, feedback and usage of third-party services to climb the App Store's ranking is severely punished with expulsion from the Apple Developer Program.
Information like subscription terms, pricing details and renewal conditions must be clearly displayed before the user clicks the "Buy" button. Apple comes with its own in-app purchase system (IAP) based on a Swift interface. Finally, if the app contains advertisements, the latter must be relevant and non-intrusive for the user.
The manipulation of reviews, feedback and usage of third-party services to climb the App Store's ranking is severely punished with expulsion from the Apple Developer Program.
Information like subscription terms, pricing details and renewal conditions must be clearly displayed before the user clicks the "Buy" button. Apple comes with its own in-app purchase system (IAP) based on a Swift interface. Finally, if the app contains advertisements, the latter must be relevant and non-intrusive for the user.
4. Design
The design section is entirely focused on user experience. Applications must be easy to use, refined and innovative. Even if an app has been approved, it must be updated over time to keep offering an excellent user experience. Otherwise, Apple reserves the right to remove at any time applications that stop functioning or offer a degraded experience.
"Your app should include features, content, and UI that elevate it beyond a repackaged website. If your app is not particularly useful, unique, or “app-like,” it doesn’t belong on the App Store. If your App doesn’t provide some sort of lasting entertainment value or adequate utility, it may not be accepted."
The Human Interface Guidelines come to the aid to allow the development of an app suitable for every platform on Apple.
"Your app should include features, content, and UI that elevate it beyond a repackaged website. If your app is not particularly useful, unique, or “app-like,” it doesn’t belong on the App Store. If your App doesn’t provide some sort of lasting entertainment value or adequate utility, it may not be accepted."
The Human Interface Guidelines come to the aid to allow the development of an app suitable for every platform on Apple.
5. Legal
Apps published on the App Store must comply with the legal aspects of the countries they are made available in. This last section is really dense, and the main focal points revolve around privacy and intellectual property.
All apps published on the App Store must come with their own privacy policy, and the collection of usage of user data requires their consent implementation, even if data is considered anonymous. Furthermore, apps must respect the user's authorisation settings and avoid manipulating, deceiving or forcing users to allow unnecessary access to their data.
As to intellectual property: "Make sure your app only includes content that you created or that you have a license to use. Your app may be removed if you’ve stepped over the line and used content without permission. Of course, this also means someone else’s app may be removed if they’ve “borrowed” from your work."
All apps published on the App Store must come with their own privacy policy, and the collection of usage of user data requires their consent implementation, even if data is considered anonymous. Furthermore, apps must respect the user's authorisation settings and avoid manipulating, deceiving or forcing users to allow unnecessary access to their data.
As to intellectual property: "Make sure your app only includes content that you created or that you have a license to use. Your app may be removed if you’ve stepped over the line and used content without permission. Of course, this also means someone else’s app may be removed if they’ve “borrowed” from your work."
Reasons for rejection
1. Technical reasons
App crashes, is unstable, or has obvious bugs
Example: an app is rejected because it did not complete the login/access flow or because certain functionalities showed empty screens under specific conditions.
As we said in the previous section, among the most frequent reasons for rejecting the publication of apps, there is the non-compliance with performance guidelines. If the app crashes, has serious bugs, has poor performance or isn't properly working on the declared versions or devices, it is rejected.
As we said in the previous section, among the most frequent reasons for rejecting the publication of apps, there is the non-compliance with performance guidelines. If the app crashes, has serious bugs, has poor performance or isn't properly working on the declared versions or devices, it is rejected.
Incomplete features or placeholders
Example: an app is rejected because the indicated support or privacy site does not upload, or the description promises functionalities that have not been implemented.
Temporary text or images (“coming soon”, “demo”, placeholder”), inactive links, empty screens, incomplete sections, or non-functioning URLs are grounds for refusal.
Temporary text or images (“coming soon”, “demo”, placeholder”), inactive links, empty screens, incomplete sections, or non-functioning URLs are grounds for refusal.
Misuse of native APIs or security breaches
Example: an app is rejected because its name suggested a possible affiliation with another brand, or it has made use of undocumented functionalities or private APIs.
The use of private APIs, licence terms agreements, trademark rules, app names, terminology or descriptions that misleadingly refer to other brands violate Apple's publishing rules.
The use of private APIs, licence terms agreements, trademark rules, app names, terminology or descriptions that misleadingly refer to other brands violate Apple's publishing rules.
2. Content or privacy-related issues
Poor quality or non-compliant UX/UI
Example: an app is rejected because it comes with a confusing interface, small fonts, a non-responsive layout and an improper use of iOS standard components.
Apple requires a curated interface, coherents with iOS principles: readability, usability, adaptation for various sizes/screens, accessibility.
Apple requires a curated interface, coherents with iOS principles: readability, usability, adaptation for various sizes/screens, accessibility.
Misleading metadata
Example: an app has well-processed screenshots compared to how it really appears, or there are descriptions talking about still missing features.
Screenshots, descriptions, titles and icons must reflect the app's reality. It is not possible to declare or present functionalities that are still missing.
Screenshots, descriptions, titles and icons must reflect the app's reality. It is not possible to declare or present functionalities that are still missing.
Non-compliant payment and purchasing systems
Example: an app comes with a declared but non-functioning IAP, its subscription models are incomplete, or the payment method happens through an external site that bypasses Apple's system.
If external systems not approved by Apple are used for digital content sales, or if paid features are not configured correctly, the app will be rejected.
If external systems not approved by Apple are used for digital content sales, or if paid features are not configured correctly, the app will be rejected.
3. Legal reasons
Copyright infringement
Example: an app is rejected because it imports tracks without a licence, or presents registered logos or brands without permission.
The unauthorised use of images, music, trademarks, as well as offensive, explicit and discriminatory content is strictly prohibited.
The unauthorised use of images, music, trademarks, as well as offensive, explicit and discriminatory content is strictly prohibited.
Non-compliance with regulations on minors (COPPA)
Example: a children's app does not require verifiable parental consent or implement tracking restrictions.
If applicable, it is important to comply with norms like COPPA, special obligations for children's apps, and tracking restrictions for minors. Apple is particularly careful about these types of apps.
If applicable, it is important to comply with norms like COPPA, special obligations for children's apps, and tracking restrictions for minors. Apple is particularly careful about these types of apps.
Lack of terms of service or privacy policies for EU users
Example: an app requires access to the camera, microphone and localisation but does not provide a link to an external, clearly visible privacy policy and does not insert within the app a section dedicated to terms and conditions.
Apple demands that all apps collecting personal data have an available privacy policy in App Store Connect, as well as in the apps themselves. Moreover, Article 13 of the GDPR requires that users be provided with clear and accessible information on what data is processed, for what purposes, and on what legal basis.
Apple demands that all apps collecting personal data have an available privacy policy in App Store Connect, as well as in the apps themselves. Moreover, Article 13 of the GDPR requires that users be provided with clear and accessible information on what data is processed, for what purposes, and on what legal basis.
Publication costs
Compared to Android, publishing apps on the App Store is much more expensive. Let's take a look at the costs:
- Apple Developer Program: the developer fee is $99 per year (approximately 90 euros).
- Apple Developer Enterprise Program: £299 per year, for internal distribution only.
- Transaction fees: Apple charges a 15% fee on revenue up to £1 million, after which the fee increases to 30%. This fee applies to transactions completed outside the app, such as purchasing event tickets or physical products.
- Indirect costs: indirect costs such as QA, testing on real devices, backend infrastructure, and legal privacy policies must also be considered.
Conclusion
Publishing an app on Apple's App Store is not just about uploading an IPA file on Xcode and attending to its approval. The process requires technical preparation, compliance with legal requirements and a strong strategy of conformity.
Fundamental prerequisites include the registration to the Apple Developer Program (and its relative annual costs), the availability of a privacy policy and terms and conditions compliant with legislation (GDPR first and foremost), and the adoption of best practices in terms of design and user experience.
The App Store Review Guidelines are the compass that every developer must consult: the most common reasons for rejection arise from them, ranging from bugs and instabilities to misleading metadata, the absence of transparency when it comes to data collection up to the disregard of in-app purchase rules.
Underevaluating these aspects leads to delays, rejections and major costs, both direct (revision costs, tests and legal consultancies) and indirect (wasted time and loss of market opportunities). On the contrary, facing an app's publication with a structured approach reduces risks and increases the chance for approval on the first try.
If you are considering an app development company, it is necessary to evaluate all possible options and costs to ensure the right platform choice for your project.
Fundamental prerequisites include the registration to the Apple Developer Program (and its relative annual costs), the availability of a privacy policy and terms and conditions compliant with legislation (GDPR first and foremost), and the adoption of best practices in terms of design and user experience.
The App Store Review Guidelines are the compass that every developer must consult: the most common reasons for rejection arise from them, ranging from bugs and instabilities to misleading metadata, the absence of transparency when it comes to data collection up to the disregard of in-app purchase rules.
Underevaluating these aspects leads to delays, rejections and major costs, both direct (revision costs, tests and legal consultancies) and indirect (wasted time and loss of market opportunities). On the contrary, facing an app's publication with a structured approach reduces risks and increases the chance for approval on the first try.
If you are considering an app development company, it is necessary to evaluate all possible options and costs to ensure the right platform choice for your project.
.jpg)
.jpg)
