The App Store Approval Process: What Slows It Down and How to Fix It
- Engg Team
- 3 hours ago
- 6 min read
You’ve built the app, tested every feature, and hit “Submit.” Then silence.Your App Store submission sits “In Review,” and the Play Store status says “Pending publication.” Days pass, marketing deadlines slip, and your release momentum fades.
This is the developer’s waiting game.
The App Store and Play Store approval processes exist to ensure quality and safety, but they often slow down modern development cycles. Let’s break down why app approvals take time, what really happens behind the scenes, and how leading teams are speeding up releases using server-driven UI (SDUI).
Why App Store and Play Store Approvals Take Time
Apple’s App Store and Google’s Play Store both run extensive review pipelines. They aim to prevent buggy, insecure, or non-compliant apps from reaching users, but that thoroughness creates inevitable friction.
Manual and Automated Reviews
Every submission goes through a mix of automation and human testing.
App Store: Apple’s automated systems scan for crashes, missing assets, and private API use. Human reviewers then manually test the app’s flows, permissions, and usability.
Play Store: Google relies more heavily on automated checks using Play Protect and machine-learning systems to detect malware, policy violations, or privacy risks. Human review happens for flagged or sensitive categories.
In both ecosystems, reviewers ensure the app behaves as described, doesn’t misuse permissions, and meets UI/UX expectations. It’s essential for quality, but it takes time.
High Submission Volume
Every day, thousands of developers upload builds to both platforms, from indie apps to global brand updates. Even flawless submissions queue up behind thousands of others.During peak seasons (holiday launches, WWDC, or Google I/O weeks), approval times can double.
The result? Your app might be ready, but it waits for its turn in the digital traffic jam.
Common Developer Mistakes
Most delays come from small, fixable issues. Incomplete metadata, missing privacy policies, incorrect versioning, or test accounts that don’t work all cause unnecessary rejections.Both Apple and Google require reviewers to test every feature. If they can’t access core functionality, your app gets flagged, and every resubmission resets the timer.
Complex Updates
Large feature releases or UI overhauls face deeper scrutiny.Apple re-tests new APIs and major UX changes almost like new apps, while Google re-checks monetisation, ads, and privacy rules.Even if your last version was approved, a single new SDK integration can trigger a full review again.
Main Reasons for App Store and Play Store Delays
Most review delays fall into three buckets: policy compliance, technical performance, and review backlogs.
1. Compliance with Platform Guidelines
Both platforms maintain strict review policies:
Apple App Store Review Guidelines cover privacy, data handling, age ratings, and UI consistency.
Google Play Developer Policies emphasise ad transparency, restricted permissions, and content safety.
If your app’s actual behavior doesn’t match its listing or permissions are unclear, approval stalls.For example, an app that requests background location access without justification will face instant rejection on both platforms.
2. Technical and Performance Checks
Over 40% of App Store rejections fall under Guideline 2.1 (App Completeness), things like broken flows or poor performance.On the Play Store side, Google flags excessive battery drain, unstable behavior, and long startup times.
Both systems evaluate:
App stability and crash-free sessions.
Compatibility across OS versions.
Performance impact on memory, CPU, and power.
A laggy or unstable app might not only get delayed, it can be suspended from listings altogether.
3. Manual Review Bottlenecks
Even after automation, both Apple and Google rely on human reviewers for final checks.That means installing, logging in, and testing the app on physical devices. Reviewers work through long queues, and even a perfect app must wait its turn.
Common Rejection Reasons Developers Can Avoid
Most rejections are preventable with attention to detail. Here’s what commonly causes trouble.
Incomplete or Inaccurate Metadata
Your app listing must match your product precisely. Mismatched screenshots, incorrect version numbers, or misleading descriptions can trigger instant rejections.On the Play Store, keyword stuffing in titles or descriptions violates metadata rules. On the App Store, vague or exaggerated claims invite extra scrutiny.
Keep listings clean, accurate, and honest.
App Crashes and Performance Issues
Even minor crashes or slow startup times are instant red flags.Apps that freeze during onboarding, fail on network transitions, or overuse background resources often face rejection.On Android, poor battery management is a frequent cause. On iOS, unhandled exceptions or excessive memory usage often get flagged during review.
Design and Privacy Violations
Apple enforces its Human Interface Guidelines (HIG) strictly, while Google emphasizes accessibility and content clarity.Common issues include:
Inconsistent navigation patterns.
Misused system icons or gestures.
Low-contrast UI or ignored accessibility tags.
Privacy is equally critical. Missing disclosures, hidden analytics SDKs, or permissions without explanation cause rejections on both stores.
How to Speed Up App Store and Play Store Approvals
1. Test Like a Reviewer
Replicate the full review experience before submission.
Cross-platform testing: Run your app on multiple iOS and Android devices, including older models.
Network handling: Simulate poor connectivity and verify that the app shows error states gracefully.
Performance: Use Xcode Instruments or Android Profiler to detect CPU or memory issues.
Clean builds with predictable behavior often pass faster.
2. Verify Metadata and Policies
Before submission:
Metadata: Ensure screenshots, descriptions, and feature lists are accurate and complete.
Privacy: Include a clear policy URL and declare every data type collected.
Credentials: Provide reviewers with valid test accounts and setup instructions.
Every missing detail adds review time.
3. Use Server-Driven UI for Instant Updates
Even the most polished submission still depends on approval cycles. That’s why teams are adopting server-driven UI (SDUI).
Instead of waiting for store approval for minor updates, SDUI lets you update content and layouts from your backend in real time.Your app’s logic stays approved, while its presentation evolves dynamically.
With platforms like Digia Studio, teams can:
Change UI copy, layout, or assets instantly.
Run A/B tests or feature rollouts without resubmitting.
Adapt designs across both App Store and Play Store versions simultaneously.
It’s the fastest, most compliant way to stay agile without breaking review rules.
App Store vs. Play Store Reviews and Where SDUI Fits
SDUI doesn’t eliminate the need for app store reviews, it minimises dependency on them. You keep core logic stable while everything visual stays flexible.
The Future of App Approvals: Moving Beyond Delays
App store reviews, whether on Apple’s App Store or Google Play Store, are here to stay. They ensure safety and consistency, but they shouldn’t slow your innovation.
Modern teams are moving toward configuration-driven development. Instead of waiting for approvals for every change, they build apps that adapt instantly via backend updates.
Building for Agility with Digia
At Digia, we empower teams to bridge the gap between speed and compliance.
With Digia Studio, developers and designers can deploy UI changes live across both platforms, keeping apps fresh, responsive, and fully compliant.
So next time your release says “In Review,” you won’t be waiting, your users will already be experiencing what’s next.
FAQs
1. How long do App Store and Play Store approvals take?
The App Store usually reviews apps within 24–72 hours, while the Play Store often takes 12–48 hours. However, complex apps, major updates, or high-traffic submission periods can stretch these timelines significantly.
2. What causes most app rejections?
Most rejections happen due to crashes, incomplete metadata, privacy policy gaps, or violations of platform guidelines. Even small inconsistencies, like mismatched screenshots or unclear permission requests can lead to delays.
3. Can developers speed up the review process?
Yes. Submitting a stable build, providing clear reviewer instructions, and ensuring accurate metadata can reduce review times. For urgent releases, developers can request expedited reviews from Apple or Google.
4. How does server-driven UI help speed up updates?
Server-driven UI (SDUI) lets you update layouts and content instantly from your backend without resubmitting the app. It bypasses review delays for minor tweaks while staying compliant with store policies.
5. Is SDUI compliant with Apple and Google’s policies?
Absolutely. As long as your app’s core functionality remains unchanged and all privacy rules are followed, both stores allow dynamic UI updates served from the backend.
6. How does Digia help teams accelerate app approvals and updates?
Digia Studio empowers teams to deploy changes instantly using server-driven UI. You can fix issues, test designs, or roll out new features without waiting for App Store or Play Store approval, keeping your releases continuous and agile.
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