Apple's common rejection motives

If your app does not meet the App Store Review Guidelines, you will need to revise and resubmit your app.

Carefully review the App Store Review Guidelines   to understand App Review do’s and don’ts before you begin app development.

Read Apple's tips on Avoiding Common App Rejections .
Make sure the app is complete and free of bugs/crashes before submitting, since the app should be ready for customers to download it from the App Store upon approval.
Be considerate of your users by ensuring your app seeks all the necessary user permissions, performs as advertised, is displayed accurately in screenshots and offers quality content.

If your app is rejected by Apple, don't panic.
It usually only takes a few extra explanations to get it in the store.
Depending on your submission process (GoodBarber takes care or Solo mode), read this online help  to learn how to deal with Apple's rejections.

This online help is a non-exhaustive list of Apple's common rejection motives, and some advices on how to make your app compliant before submitting it to Apple. 

"Don’t use protected third-party material such as trademarks, copyrighted works, or patented ideas in your app without permission, and don’t include misleading, false, or copycat representations, names, or metadata in your app bundle or developer name. Apps should be submitted by the person or legal entity that owns or has licensed the intellectual property and other relevant rights. "
Read Guideline 5.2 - Legal from Apple's guidelines here .

This means that you shouldn't use content that you don't own, and that the Apple Developer account of the person or entity that owns the app must be used to publish it. 

To resolve this issue:
1. You are using an Individual developer account while your app is made for a Company/Organization 
If the app is made for a company or an organization, the Apple Developer account should be subscribed as a Company/Organization, which is an option provided by Apple, and not under the name of a single individual.
This is especially true if the app includes sensitive content: Apple will require the use of a legit company's Developer Account. 
In case you subscribed the wrong type of account by mistake, it is possible to change it.
This is how to do it: IOS - Change Apple developer Individual membership to Organization

2. You are using your own Apple developer account to publish a client's app
If the final owner of your app is a client of yours, the client must open their own Apple developer account and the app should be published there.
If you previously published a client's app using your Apple Developer account, you should transfer it to the client's account.
This is how to do it: IOS - Transfer the app to a different Apple developer account

or

"Your app contains content or features that may violate the rights of one or more third parties. Specifically, your app provides potentially unauthorized access to third-party services. 
Your app and its contents should not infringe upon the rights of another party."

Apple wants to make sure you are the owner of your app content.
Read Guideline 5.2 - Legal from Apple's guidelines here .

To resolve this issue:
Provide a documentation proving that you have the necessary rights to use the content displayed in your app in the App Review Information section in App Store Connect or remove the section involved.
Edit the metadata in App store Connect before re submitting your app for review.

"Please provide detailed answers to the following questions in your reply to this message in App Store Connect:
- Please clarify which features of your app requires Background audio?
- Please provide the steps to locate the feature requiring Background audio"
"Your app declares support for audio in the UIBackgroundModes key in your Info.plist, but we were unable to play any audible content when the app was running in the background."
Read Guideline 2.1 - Information Needed and Guideline 2.5.4 - Performance - Software Requirements here .

To resolve this issue:
1. The audio playback in background mode (Settings > Compilation settings ) must be activated ONLY if the app contains at least one audio section. The section must be visible in your app (it mustn't be hidden) and must be accessible from the main navigation menu. 
2. If the section is uneasy to find, you will have to provide step by step instructions to the App Store review team explaining how to access the audio section, in order to justify the use of background audio. 
Read this Online Help  for more information on this topic. 

"We noticed that your screenshots do not sufficiently show your app in use."
"We noticed the app icon displayed on the device and the large icon displayed on the App Store do not sufficiently match"
"We were unable to locate some of the features described in your metadata."
"We noticed that your submission includes irrelevant third-party platform information. "
Read Guideline 2.3 - Accurate Metadata here

To resolve this issue:
-The screenshots on App Store Connect must be up to date, show the app in use and should be suitable for all audiences, regardless of the content rating of your app. In other words, your app may be rated 17+, but the screenshots must be rated 4+, as they can be watched by anyone. 
Check all screenshots in Apple's Media Manager.

- Make sure the app icon and and the large icon displayed on the App Store are up to date and the same.

- The description of your app in App Store Connect must be substantial: describe the content of your application and its purpose. Don't advertise your company/ brand/ event/ concept without talking about the app itself. Make sure your description is complete and accurate. 

- The age restriction must be adapted to the content of your app. Make sure you fill out the form Apple provides on this subject honestly. If your app displays external content (from a news website, for instance), don't forget to take that content into account when filling the form. 

- Your app will be automatically rejected if the content (an article or photo, for example) or its metadata (the description, tags or screenshots in App Store Connect) mention a platform other than the App Store or devices that are not Apple devices. 
Remove all content from your applications and/or from the metadata in App Store Connect if they feature a competitor's platform or device.

"We have started your app's review, but we were unable to successfully access all or part of your app. 
In order for us to continue the review, we need to have a way to verify all app features and functionality."
Read Guideline 2.1 - Information Needed here

You have to provide Apple the username and password for a valid demo account on the App Review page of App Store Connect that provides full access to your app's features and functionality.
Either the credentials you submitted are not valid or you didn't provide any.

To resolve this issue:
1. Create a demo user from the authentication service you use: Create a client demo account
Make sure to add an address for that client's profile.

2. Provide Apple credentials for a valid demo account:
- Login to App Store Connect
- From My Apps, select your app.
- Click on the app version on the left side of the screen.
- Scroll down to App Review Information.
- Select the "Sign-in required" checkbox.
- Enter demo credentials in the Username and Password fields.
- Click Save at the top of the Version Information page.

"The "What's New" text should inform users what has changed in your app since the last update. This includes new features and product changes, but also bug fixes, security updates, and performance improvements."
Read Guideline 2.3.12 - Performance - Accurate Metadata here

To resolve this issue:
1. Revise your app’s "What’s New" text to include clear descriptions of any significant changes, including new features or product changes.
If your update simply addresses bug fixes, security, or other performance updates, stating so generically in your app's "What's New" text is sufficient. For example, "Bug fixes and performance improvements" would be appropriate in that case.
2. Reply to Apple

"We noticed that your app was created from an app generation service or a commercialized template, but does not appear to be directly submitted by the owner or provider of the business, brand, or service."
Read 5.2.1 and 4.2 design - Minimum Functionality here
Since the summer of 2017, Apple's rules have been tightened regarding the compliance of the Apple developer accounts. 

To resolve this issue:
Follow instructions of our online help Compliance with Apple's 4.2.6 and 5.2.1 guidelines
If needed, to learn how to transfer your app to another developer account read this online help: Transfer the app to a different Apple Developer Account

Read Guideline 2.1 - Performance - App Completeness here
If Apple found a bug in your app, the bug needs to be fixed.

To resolve this issue:
1. Open a ticket to the support team  :
- Transmit the entirety of the information in the App Review page to the support, including any screenshots that may have been provided by Apple.
2. Send a new version of your app to the App store once the bug is fixed.