48 reasons, sorted by how often they come up.
Duplicate app / Spam
App provides the same features and user experience as other apps already submitted by you or another developer. This is the #1 reason for App Store rejections. Apple aggressively targets apps that are clones, reskins, or near-duplicates of existing apps.
App crashes on launch or during use
The app crashed during review on specific devices or iOS versions. This is the most common 2.1 rejection. Often caused by untested device configurations, missing nil checks, or force unwrapping optionals.
Inaccurate or misleading app description
App description does not accurately reflect the app's features, or makes claims about functionality that doesn't exist. Includes misleading screenshots.
Missing or inaccurate privacy policy
App collects user data but does not include a privacy policy, or the privacy policy does not accurately describe data collection practices. Required for all apps that collect any user data.
Template-based app with no unique value
App was built using a commercial template or app builder without sufficient customization. Apple rejects apps that are clearly generated from templates without meaningful unique features.
Placeholder content or incomplete features
App contains Lorem ipsum text, placeholder images, empty sections, or features that say "Coming Soon". Apple requires apps to be fully complete at submission.
Digital content not using In-App Purchase
App sells digital content, subscriptions, or unlockable features through a third-party payment system instead of Apple's In-App Purchase. This is the core IAP rule — digital goods must go through Apple.
App is too simple or lacks sufficient functionality
App provides very limited functionality that could be accomplished with a website, bookmark, or basic system feature. Apple requires apps to provide enough value to justify their existence on the App Store.
Multiple similar apps from same developer
Developer submitted multiple apps that are essentially the same with minor variations (different themes, colors, or branding). Apple considers this a form of spam.
Broken links or non-functional features
App contains links that lead to 404 pages, buttons that do nothing, or features listed in the description that don't work.
Login or authentication issues during review
Reviewer could not log in or access the app because demo credentials were not provided, the test account was expired, or the backend was down.
Privacy nutrition label does not match actual data collection
The app's App Privacy details (nutrition label) in App Store Connect do not accurately reflect the data the app collects. Apple compares the declared data types with actual SDK behavior.
Missing App Tracking Transparency (ATT) prompt
App accesses IDFA or tracks users across apps/websites without showing the ATT permission dialog. Required since iOS 14.5.
Subscription terms not clearly communicated
App does not clearly explain subscription pricing, duration, auto-renewal terms, or how to cancel before the user subscribes.
Misleading free trial to paid subscription
App offers a free trial that automatically converts to a paid subscription without adequate disclosure, or the trial period is misleadingly short.
Keyword stuffing or metadata gaming
App name or keywords include irrelevant terms, competitor names, or generic terms designed to game search rankings.
Collecting data without user consent
App collects personal data before obtaining explicit user consent, or collects data types that are not necessary for the app's core functionality.
Sharing data with third parties without disclosure
App shares user data with analytics, advertising, or other third-party SDKs without properly disclosing this in the privacy policy or nutrition labels.
Screenshots do not reflect actual app experience
Screenshots show features, UI, or content that doesn't match what's actually in the app. Includes heavily photoshopped or misleading screenshots.
External payment link without entitlement
App links to an external website for purchases without having the StoreKit External Purchase Link entitlement. Since the DMA/court rulings, specific entitlements are required.
App requires hardware not available to reviewers
App requires Bluetooth peripherals, specific hardware accessories, or conditions the reviewer cannot reproduce.
App is primarily a web wrapper / WebView app
App is essentially a website wrapped in a native container with no meaningful native functionality. Safari bookmarks provide the same experience.
References to other platforms in app or metadata
App screenshots, description, or UI mention Android, Windows, or other non-Apple platforms. Apple requires the focus to be on the Apple platform experience.
App built from commercialized template without customization
App was generated by a template or app-building service and doesn't provide unique value beyond the template. Nearly identical to other apps from the same template.
False information or misleading features
App contains false claims, misleading feature descriptions, or trick/joke functionality that could deceive users. Includes apps that claim to do things they cannot (e.g., fake lie detectors, fake X-ray).
Hidden or undocumented features
App contains features not disclosed in the description or App Review notes, or features that are revealed only after certain conditions are met.
Kids Category requirements not met
App is in the Kids category but includes advertising, links out to external sites, third-party analytics, or doesn't comply with COPPA. Kids apps have very strict requirements.
User-generated content without moderation
App allows users to post content but lacks required moderation features: content filtering, reporting mechanism, blocking users, and contact info for concerns.
Using private APIs
App uses non-public Apple APIs. This is detected automatically by Apple's static analysis tools. Common with apps using runtime tricks or undocumented frameworks.
Account required without guest access or demo mode
App requires login/account creation to access basic functionality without providing a way to experience the app first. Apple expects apps to provide some value without forcing registration.
App is a marketing or advertising vehicle
App primarily serves as a marketing brochure, advertisement, or promotional material for a business without providing genuine utility.
Improper use of background modes
App declares background mode capabilities (location, audio, VoIP, etc.) but doesn't actually use them for their intended purpose. Common issue with apps that declare background location for analytics.
App is a copycat of another popular app
App closely mimics another popular app's UI, features, or branding. Apple rejects apps that are obvious clones of existing apps.
Missing Sign in with Apple
App uses third-party social login (Google, Facebook, etc.) but does not offer Sign in with Apple as an option. Required since iOS 13 for apps with any third-party login.
Location used without clear purpose or always-on without justification
App requests Always On location access without a clear user-facing feature that requires it, or uses location for advertising/analytics without disclosure.
Medical claims without proper substantiation
App makes health or medical claims that could be harmful if inaccurate. Includes diagnostic tools, treatment recommendations, or medical device integrations without proper disclaimers.
Not using WebKit for web browsing
App includes a web browser or web viewing capability that doesn't use the WebKit framework (WKWebView). Apps that browse the web must use WebKit.
Intellectual property violation
App uses copyrighted content, trademarks, or branded content without authorization. Includes using Apple logos, celebrity likenesses, or copyrighted music/images.
Gambling app without proper licensing
App includes real-money gambling features without the required gambling licenses, geo-restrictions, and age verification.
Push notifications used for advertising or spam
App sends push notifications for advertising, promotions, or marketing purposes, or sends excessive/irrelevant notifications.
Screen recording without user consent indicator
App records the screen or user activity without providing a clear indicator to the user that recording is happening and obtaining explicit consent.
Incorrect age rating
App's age rating doesn't match its content. Often happens when apps with user-generated content, violence, or mature themes select too low an age rating.
VPN app not from registered entity or misusing NEVPNManager
VPN apps must be from registered organizations with VPN capabilities, cannot sell user data, and must use NEVPNManager API.
Kids privacy violations (COPPA)
App targets children but collects personal data, includes third-party analytics, or links to external websites without parental controls.
App not functional on IPv6-only networks
App fails on IPv6-only networks because it hardcodes IPv4 addresses or uses networking libraries that don't support IPv6. Apple tests on IPv6-only.
Cryptocurrency app violations
App facilitates crypto trading, ICOs, or crypto wallets without meeting Apple's requirements for cryptocurrency apps.
Discovery fraud / fake reviews or downloads
App uses fraudulent techniques to boost rankings, including fake reviews, paid installs, or manipulating search results.
Mini app / game streaming / emulator not meeting requirements
Apps offering mini apps, streaming games, chatbots, or emulators that don't meet the specific requirements under 4.7 including content moderation, indexing, and age restrictions.