Why Apple rejects apps: the most common reason (Guideline 2.1)
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Source checked 4 Oct 2026 · Published 23 Oct 2026 · Last reviewed 23 Oct 2026 · By Ctrl+Z Therapy (how we test)
The short answer
Apple's App Review page says that, on average, over 40% of unresolved issues are related to guideline 2.1: App Completeness. That covers crashes, placeholder content, incomplete information and more. On average, 90% of submissions are reviewed in less than 24 hours, but if your submission is incomplete, review times may be delayed or it may not pass.
What to do
- If some features need a login, give the reviewer a valid demo account username and password.
- Remove all placeholder text and images. Apple says items with placeholder content cannot be approved.
- Our advice: test the app on a real device before you submit.
Good to know
- Apple gives no separate figure for apps built with AI tools.
Source
Checked on 4 Oct 2026. Prices, limits and settings change, so check the source before you rely on them.