How to Submit an iOS App to the Apple App Store
By Appilix Software
July 28, 2026
If you have never submitted an app to the Apple App Store before, the process can feel more involved than you expect. Unlike Google Play, Apple has a stricter review process, more detailed requirements around assets and privacy, and a longer list of things that can get your app rejected if not handled correctly.
That said, once you know the steps, it is straightforward. This guide walks you through the entire submission process from start to finish — creating your app on App Store Connect, setting up your store listing, uploading your build, and submitting for review. We will also cover the most common rejection reasons so you can avoid them before they become a problem.
One thing to keep in mind before we start — you will need a Mac with Xcode installed for parts of this process. Apple's build and submission tools only run on macOS, so there is no way around that requirement.
If your IPA file is ready and your Apple Developer account is set up, let's get into it.
Before you log into App Store Connect, make sure you have everything ready. Going in without these will slow you down mid-process.
An Apple Developer Account
If you do not have one yet, go to developer.apple.com and enroll in the Apple Developer Program. The annual fee is $99 USD. Unlike Google Play, this is not a one-time fee — it renews every year. Without an active developer account, you cannot submit apps to the App Store.
A Mac with Xcode Installed
You will need a Mac to upload your build to App Store Connect. Download Xcode for free from the Mac App Store. Make sure you have the latest stable version installed as older versions can cause compatibility issues during upload.
A Signed IPA File
Make sure your IPA is built in release mode and properly signed with a distribution certificate. A debug build or an incorrectly signed IPA will be rejected during upload.
App Screenshots
You will need screenshots ready before filling out the store listing:
For screenshots, avoid using Android device mockups, Android status bars, or Android bottom navigation buttons in any of your images. Apple reviewers check this and it is one of the most common reasons for rejection. Use iPhone or iPad mockups only. You can use the Appilix Free App Store Screenshot Generator to generate clean, professional screenshots with the correct device mockups quickly and for free.
Note that your app icon does not need to be uploaded separately in App Store Connect — Apple fetches it automatically from your IPA build. Make sure your icon is correctly configured inside your app before building. It should be 1024 x 1024 px, PNG, with no transparency and no rounded corners — Apple applies rounding automatically.
A Privacy Policy URL
Apple requires a privacy policy for all apps on the App Store. It needs to be hosted on a publicly accessible URL. Make sure it accurately reflects your app's data practices.
A Support URL
You will also need a URL where users can go for support — your website or a dedicated support page works fine.
Go to appstoreconnect.apple.com and log in with your Apple Developer account. From the dashboard, click My Apps and then click the + button in the top left corner and select New App.
You will see a form with the following fields to fill in:
Platforms
Select whether your app is for iOS, macOS, tvOS, or a combination. For most apps, you will select iOS.
Name
This is the name that will appear on the App Store. You have a limit of 30 characters. Keep it clear, relevant, and easy to search for. If the name is already taken by another app on the store, you will need to choose something different.
Primary language
Select the primary language your app is in. This will be the default language for your store listing.
Bundle ID
Select the bundle ID that matches your app. This needs to have been created in advance under Certificates, Identifiers and Profiles in your Apple Developer account. Your bundle ID is the unique identifier for your app — for example com.yourname.myapp — and it cannot be changed after your app is published.
SKU
This is a unique identifier for your app used internally by Apple for reporting purposes. It is not visible to users. You can use your bundle ID or any unique string you prefer — for example myapp001.
User access
Select who on your App Store Connect team can access this app. For most solo developers, full access is fine.
Once everything is filled in, click Create. Your app is now set up on App Store Connect and you will be taken to the app page where you will complete the rest of the process.
Once your app is created, click on the version listed under iOS App to start filling out your store listing. You will see the following fields to complete:
Promotional Text
Up to 170 characters. This appears above your description and can be updated at any time without submitting a new app version. Use it for a quick value statement or announcement.
Description
Up to 4000 characters. Describe what your app does clearly and focus on what makes it useful. The first few lines are the most important — users have to tap "more" to read beyond them so make sure the opening lines are strong.
Support URL
A working URL where users can get support. This is required.
Version
Enter your app version number — for example 1.0. This must match the version number in your IPA build.
Copyright
Up to 200 characters. Typically your name or company name followed by the year — for example © 2025 Your Company Name.
Previews and Screenshots
Upload your screenshots under the iPhone, iPad, or Apple Watch tabs depending on which devices your app supports. For iPhone, the accepted sizes for the 6.5 inch display are:
You can upload up to 3 app previews and up to 10 screenshots. Only the first 3 screenshots will be used on the app installation sheets so make sure your strongest screenshots are first.
Avoid using Android device mockups, Android status bars, or Android bottom navigation buttons in any of your screenshots — Apple reviewers check this carefully and it is one of the most common rejection reasons. Use iPhone or iPad mockups only. The Appilix's Free App Store Screenshot Generator lets you generate clean, professional iPhone and iPad mockups quickly and for free.
Build
This is where you select the uploaded build that will be submitted for review. If you have not uploaded your build yet, this section will be empty — we will cover the upload process in a dedicated section below.
App Review Information
At the bottom of the page you will find the App Review Information section. This is important:
Once everything is filled in, click Save before moving on.
Go to General → App Information from the left sidebar. This page covers the core information about your app that applies across all platforms.
Specially below are the things you must be careful about:
Category
Select a primary category and an optional secondary category for your app. This directly affects how your app is discovered on the App Store. Choose the category that most accurately describes what your app does — not the one with the least competition. A wrong category can result in a rejection during review.
Content Rights
Click Edit to declare whether your app contains, shows, or accesses third-party content. If your app displays content that you own entirely, select that it does not use third-party content. If it does, you need to confirm you have the rights to use it.
Age Ratings
Click Set Up Age Ratings to go through a short questionnaire about your app's content. Apple uses your answers to assign an appropriate age rating that will appear on your store listing in each country. Be honest with your answers — misrepresenting your content here is a policy violation.
The questionnaire covers categories like:
Click Save at the top right once everything on this page is complete.
Go to App Store → Trust & Safety → App Privacy from the left sidebar. This is where you set up your app's privacy information that appears on your App Store listing — Apple calls this the privacy nutrition label. Users can see exactly what data your app collects before they even download it.
Privacy Policy URL
Paste the URL of your publicly accessible privacy policy. This is mandatory for all apps on the App Store. Make sure the URL is working and that the privacy policy accurately reflects your app's actual data practices. A mismatched or vague privacy policy is a common reason for rejection.
User Privacy Choices URL
This is optional. If your app provides users with a dedicated page where they can manage their privacy preferences — such as opting out of data collection — add that URL here.
Data Collection Questionnaire
Click Get Started to go through Apple's data collection questionnaire. This is where you declare exactly what data your app collects from users, how it is used, and whether it is linked to the user's identity or used for tracking purposes.
Apple organizes data into categories including:
For each category you select, Apple will ask whether the data is used to track the user, linked to their identity, or collected anonymously. Answer every question honestly — Apple cross-checks your declarations against your app's actual behavior and your privacy policy. Inaccurate declarations can result in rejection or a removal from the App Store after publishing.
Once you complete the questionnaire, click Publish to make your privacy details visible on your store listing.
Go to Monetization → Pricing and Availability from the left sidebar. This page has three things to configure — your price schedule, app availability, and tax category.
Price Schedule
Click Add Pricing to set your app's price. Whether your app is free or paid, this field must be filled in — it cannot be left empty. If your app is free, click Add Pricing and select $0.00 as the price. If your app is paid, select the appropriate price tier. Apple uses fixed price tiers rather than letting you enter a custom price — each tier has a set price in USD and Apple automatically converts it to local currencies for each country.
Keep in mind that if you want to charge users for digital products or subscriptions inside your app, those transactions must go through Apple's in-app purchase system. You cannot use third-party payment providers like Stripe or PayPal for digital goods — this is one of Apple's strict requirements and ignoring it will get your app rejected.
App Availability
Click Set Up Availability to choose which countries and regions your app will be available in. You can make it available in all countries or select specific ones. If you are just starting out, distributing to all available countries is usually the right move unless you have a specific business reason to limit your reach.
You can also set your app for pre-order here, which allows users to download it automatically on the release date before it is officially live.
Tax Category
Click Edit next to Tax Category to select the category that best describes what your app offers. This determines how Apple handles tax calculations across different regions. For most standard apps, the default category applies. If your app sells specific types of digital content, make sure you select the most accurate category.
Click Save once everything is configured.
Once your app information, privacy details, and pricing are all saved, it is time to upload your IPA build to App Store Connect. There are two ways to do this.
Option 1 — Using Xcode
Open your project in Xcode and make sure your app is configured for distribution. Go to Product → Archive from the top menu. Xcode will build and archive your app. Once the archive is ready, the Organizer window will open automatically showing your archive.
Select the archive and click Distribute App. Follow the prompts:
Xcode will validate and upload your build. Once complete, it will appear in App Store Connect under your app's builds — though it can take anywhere from a few minutes to an hour to process.
Option 2 — Using Transporter
If you already have a signed IPA file and want to skip Xcode, Transporter is the simpler option. Download Transporter for free from the Mac App Store.
Transporter will show the upload progress and log any errors or warnings. If it flags any issues — such as a missing icon or an incorrect build number — fix them before re-uploading.
Once the build is uploaded and processed, go back to App Store Connect. Under your app version, scroll to the Build section and select the build you just uploaded. It will not appear here until App Store Connect finishes processing it, so give it a few minutes if it is not showing yet.
Once your build is selected and everything on your app page is filled in and saved, you are ready to submit for review. Go to your app version page and look for the Add for Review button at the top right corner.
Before clicking it, do a final check across everything:
App Review Information
If your app requires a login to access, make sure you have provided test credentials under the App Review section. Apple's review team needs to be able to fully access and use your app during the review process. If your app is behind a login and you skip this, it will be rejected immediately.
If there is anything about your app that might not be immediately obvious to a reviewer — how to navigate it, what certain features do, or any special instructions — add that in the Notes field. A clear note can prevent unnecessary back and forth with the review team.
App Store Version Release
Choose how your app goes live after it passes review:
Once you are happy with everything, click Add for Review and then Submit to App Review to confirm. Your app is now in the review queue.
Once your app is submitted, Apple's review team takes over. Here is what happens next and what to watch out for.
How Long Does Review Take?
For most apps, the review process takes between 24 to 48 hours. Some apps are reviewed within a few hours, others can take up to a week — especially if your app is in a sensitive category like finance, health, or apps targeting children. You will receive an email notification once the review is complete, whether your app is approved or rejected.
You can also check the status at any time from the App Store Connect dashboard under your app version.
Common Rejection Reasons
Apple has a detailed review process and rejects apps for specific reasons. Here are the most common ones to be aware of before you submit:
Account deletion option is missing
If your app allows users to create an account, Apple requires you to also provide an option for users to request deletion of their account from within the app itself. This is not optional — it is a firm requirement. If your app has account creation and no account deletion option, it will be rejected.
Screenshot issues
Your screenshots must accurately represent your app on an Apple device. If you used an Android device mockup, if your screenshots contain an Android status bar, or if the Android bottom navigation buttons are visible anywhere in your images, Apple will reject the submission. Make sure every screenshot uses iPhone or iPad mockups only. Use the Appilix's Free App Store Screenshot Generator to generate clean, correct device mockups before submitting.
Insufficient functionality
Apple does not accept apps that simply wrap a website with no added value. Your app needs to offer real, useful functionality — whether that is e-commerce, utility features, dynamic content, or a service users can actually engage with. An app that does nothing more than display a static webpage will be rejected.
Missing Sign in with Apple
If your app offers any third-party login option — such as Sign in with Google or Sign in with Facebook — you are required to also offer Sign in with Apple as an option. This is non-negotiable. If you offer social login without Sign in with Apple, your app will be rejected.
Digital purchases not using In-App Purchase
If your app allows users to purchase digital products, access premium content, or subscribe to a service, those transactions must go through Apple's In-App Purchase system. You cannot use external payment processors like Stripe, PayPal, or any other third-party provider for digital goods inside an iOS app. Physical goods and services are exempt from this rule, but anything digital must go through Apple's system.
What to Do If Your App Gets Rejected
You will receive an email from Apple explaining the specific reason for the rejection. Read it carefully — Apple is usually clear about what needs to be fixed. Make the necessary changes, go back to your app version in App Store Connect, and resubmit. You do not need to create a new app listing — just fix the issue and submit the same version again.
If you disagree with the rejection or feel it was made in error, you can appeal the decision directly through App Store Connect using the Appeal option. Keep your appeal professional and factual — explain your case clearly and reference Apple's own guidelines where relevant.
Going through the entire App Store submission process is a real time commitment. Setting up all the app information, completing the privacy details, generating correct screenshots, navigating the review requirements, and handling rejections if they come up — it is a lot to manage, especially if this is your first time publishing an iOS app.
Appilix offers a complete iOS app publishing service that takes all of this off your plate. You only need one thing — an active Apple Developer account. The Appilix team handles everything else:
If you just want your app live on the App Store without spending days figuring out the process, this is the straightforward path. Get in touch with the Appilix team at appilix.com to get started.
The Apple Developer Program costs $99 USD per year. Unlike Google Play's one-time $25 fee, this renews annually. Without an active membership, you cannot submit or maintain apps on the App Store. If your membership lapses, your apps will be removed from the store until you renew.
Most apps are reviewed within 24 to 48 hours. Some get approved within a few hours, while others in sensitive categories like finance or health can take up to a week. You can track the status in real time from App Store Connect and you will receive an email once a decision is made.
Yes. You can submit updates at any time by creating a new version in App Store Connect, uploading a new build, and submitting for review. Each update goes through the same review process but is usually faster than the initial submission. Make sure you increment your version number and build number with every update.
Yes. Uploading a build to App Store Connect requires either Xcode or Transporter, both of which only run on macOS. There is no official way to upload an iOS build from a Windows or Linux machine. If you do not have a Mac, cloud-based Mac services are an option, or you can use a publishing service like Appilix that handles the upload on your behalf.
Yes. The two stores are completely separate and publishing on one has no effect on the other. You will need a Google Play Developer account for Android and an Apple Developer account for iOS. The submission process, requirements, and review criteria are different for each store so make sure you follow the correct process for each platform.
Apple will send you an email with the specific reason for the rejection. Read it carefully, fix the issue, and resubmit from App Store Connect — you do not need to create a new app listing. If you believe the rejection was made in error, you can submit an appeal directly through App Store Connect. Keep your appeal clear and factual and reference Apple's own guidelines to support your case.
Yes. Apple requires a privacy policy for all apps on the App Store regardless of whether your app collects user data or not. It must be hosted on a publicly accessible URL and accurately reflect your app's data practices. Even if your privacy policy simply states that your app collects no data, it still needs to exist and be linked in App Store Connect.
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