Q: How long does Apple take to review an app in 2020?
A: 24-48 Hours
Apple has improved its review time significantly and reports that 50% of apps are reviewed in 24 hours and over 90% are within 48 hours.
Has your app review taken more than one day?
It happens, but it’s probably not a sign that the average review time is increasing. Maybe your app triggered an extended review, or perhaps something is causing some discussion internally.
Here are three reasons your app review might be delayed:
- Does your app require specific settings? Note this in your application or you could face delays.
- Does your app require user account information? Include this information in your application or you can expect a slower approval turnaround.
- Are there any special instructions connected to your app? Provide full information to avoid any delays in review.
If you think there’s a problem, you can contact the App Store review team.
What percentage of apps are approved?
Roughly 60%, but this number varies significantly by genre and app type. The more controversial the app type or genre, the more the approval rate can vary.
It’s also worth noting that there are some classes of apps that are subject to additional review and approval due to issues such as regulatory concerns, specific legal requirements, or specific requirements on the part of Apple.
A great example: Sports betting apps. Any apps that involve real-money casino gambling are not going to fall within the review or approval averages cited above due to their unique nature and the particular requirements that Apple has for sportsbook or online casino apps in PA and NJ.
Consider DraftKings’ sports betting app in New Jersey. Real-money sportsbook operators in New Jersey are required to be licensed by the state’s Division of Gaming Enforcement, so Apple would, at a minimum, need to verify that DraftKings was properly licensed in New Jersey before approving the app. They also need to be licensed in other jurisdictions they operate including: Colorado, Pennsylvania, Indiana.
Another example: Banking apps. There’s a big distance between an app that handles sensitive financial transactions and an ad-supported Match 3 game, and the app review process is structured accordingly.
What are some other reasons an app might be denied?
According to Apple, the most common reasons for rejection are minor bugs and privacy concerns.
Other issues that are common causes for rejection include:
- Non-working links
- Temporary or placeholder content
- Bad or misleading app screenshots
- Bad interface
- Simple repackaging of a website
- Doesn’t clearly deliver value for users
- Improper requests for user data
- Low-quality app icon.
- Too aggressive app store optimizations
The big takeaway: It can be easy to get excited about your app and then submit it for review before the app is 100% ready for prime time. Fight that urge, and triple-check everything before submitting.
About App Review Times
From March 2011 until March 2019, this site aggregated and averaged crowdsourced data on the length of time that app review for the iOS and Mac App Store took.
From the very start of the App Store, until May 2016 the length of an app review was often very lengthy, causing problems for developers trying to schedule releases or set the expectations of their clients. This site was set up to track average review times so that developers could plan their releases with a little more confidence.
Want to know why we stopped Or read the history of it? This note explans everything.