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Every app and every update submitted to the App Store goes through Apple’s review process. Apple checks that your app:
  • Functions correctly
  • Matches its App Store listing
  • Follows App Store Review Guidelines
  • Handles permissions and user data properly
  • Does not crash or block core flows
This applies to:
  • First-time submissions
  • Version updates
  • Subscription or pricing changes that require a new build

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How Long App Review Takes

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Typical Review Timelines

First-time app submission
  • 24–72 hours
App updates
  • 12–48 hours
Metadata-only changes
  • Can be approved in a few hours
  • Sometimes same-day
In most cases, apps are reviewed within 1–2 days.

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Review Statuses You’ll See in App Store Connect

  • Prepare for Submission – Build and metadata setup
  • Waiting for Review – App is in Apple’s queue
  • In Review – App is actively being reviewed
  • Pending Developer Release – Approved, waiting for manual release
  • Ready for Sale – App is live
  • Rejected – Changes are required

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Common Reasons Reviews Take Longer

  • Missing or unclear permission descriptions
  • App crashes or blank screens
  • Login required without test credentials
  • iPad support is enabled, but not properly handled
  • Features mentioned in screenshots but not working
  • App hangs on loading or requires unavailable backend services

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If Your App Is Rejected

Rejections are common and expected, especially on first submissions. What to do
  1. Read the rejection message carefully
  2. Fix only what Apple mentions
  3. Upload a new build or update metadata
  4. Resubmit
Most apps are approved after one follow-up submission.

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How to Get Approved Faster (Best Practices)

  • Test on a real device
  • Make sure all buttons and flows work
  • Avoid placeholder text or broken screens
  • Add clear permission explanations (camera, photos, microphone, etc.)
  • If login is required, provide demo credentials
  • Ensure your app works on iPhone and iPad if both are enabled

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Expediting App Reviews

Apple allows developers to request an expedited review in limited situations.

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When Expedited Review Is Appropriate

  • Critical bug fixes affecting users
  • Security or data issues
  • Time-sensitive launches or events
  • The app is blocked due to a major issue
Expedited reviews are not guaranteed, but they are often approved if the reason is valid.

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How to Request an Expedited Review

  1. Go to App Store Connect
  2. Select your app
  3. Open the submitted version
  4. Click Request Expedited Review
  5. Provide a clear explanation

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What to Say in the Request

Keep it short and specific. Example reasons:
  • “This build fixes a critical crash affecting all users.”
  • “This update resolves a blocking login issue.”
  • “This app supports a time-sensitive event.”
Avoid vague reasons like “we want it faster.”

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Expedited Review Timing

If approved:
  • Review often happens within 24 hours
  • Sometimes same-day
If denied:
  • The app remains in the normal review queue

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After Approval

Once approved, you can:
  • Release immediately
  • Schedule a release
  • Use phased rollout
Most apps appear on the App Store within a few hours after release.

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Summary

  • Most app reviews take 1–2 days
  • Delays are usually caused by crashes, permissions, or missing info
  • Rejections are normal and fixable
  • Expedited reviews are available for valid, time-sensitive cases
  • Once approved, your app can be live the same day
Planning around the review process helps avoid launch delays and surprises.