Guideline 5.1.5
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.
9 cases reported · ~3 days to resolve
Apple's rejection message
Guideline 5.1.5 - Legal - Privacy - Location Services: Your app requests Always location access but does not provide a sufficiently clear user benefit or explanation for this level of access.
How to fix this
Downgrade to When In Use and explain location purpose
easyWorked for 90%
Switch from Always to When In Use location if possible. If Always is required, add a clear explanation in the permission dialog and in App Review notes explaining why. Common valid reasons: geofencing, fitness tracking, navigation.