8 Common Mistakes to Avoid During App Store Submission

Developing a high-quality mobile application is a significant achievement, but the journey doesn’t end there. The final, crucial step is submitting your app to the respective app stores – Apple’s App Store and Google Play Store. This phase, often underestimated, is fraught with potential pitfalls that can lead to frustrating rejections, costly delays, and a prolonged time-to-market. For any Mobile App Development Company, a smooth and successful app store submission is paramount for client satisfaction, project profitability, and establishing a strong presence in the competitive mobile market. Both Apple and Google maintain rigorous guidelines and review processes to ensure that all apps available on their platforms meet high standards of quality, security, performance, and user experience. Failing to adhere to these guidelines, even in seemingly minor ways, can result in immediate rejection. Understanding these common pitfalls and proactively addressing them during development and preparation is key to a seamless submission. This comprehensive guide highlights 8 common mistakes that a Mobile App Development Company should diligently avoid during the app store submission process, ensuring a higher chance of first-time approval and a successful app launch.

1. Not Adhering to Platform Guidelines

The most frequent reason for app rejection stems from a failure to thoroughly understand and comply with the specific guidelines set by Apple and Google. These guidelines cover everything from design principles and functionality to performance, privacy, and monetization.

Mistake Explained: Many developers, in their eagerness to launch, either skim through the extensive guidelines or assume their app will pass without meticulous review. Apple’s App Store Review Guidelines and Google Play Developer Policy Center are comprehensive documents that evolve regularly. Violations can range from minor UI inconsistencies to critical security flaws or misleading content. Common guideline violations include:
- Apple: Not adhering to Human Interface Guidelines (HIG), using private APIs, misleading app descriptions, excessive use of push notifications, or offering unapproved payment mechanisms.
- Google: Violations related to content policies (e.g., hate speech, explicit content), intellectual property infringement, deceptive behavior, or issues with user data handling.
Why it’s a Mistake: Direct violation of guidelines leads to immediate rejection. Even minor non-compliance can result in a lengthy back-and-forth with reviewers, significantly delaying the app’s launch. This impacts revenue, marketing schedules, and client trust for a Mobile App Development Company.
How to Avoid:
- Thorough Review: Before starting development, and especially before submission, dedicate time to read and understand the latest guidelines for both platforms.
- Design & Development Integration: Ensure UX/UI designers and developers are familiar with and implement these guidelines from the very beginning of the project.
- Checklists: Create a detailed submission checklist based on the official guidelines to ensure every point is covered.

2. Incomplete or Inaccurate Metadata

Metadata refers to all the information provided for your app listing in the app store, including the app name, subtitle/short description, keywords, categories, screenshots, and preview videos.

Mistake Explained: Submitting an app with placeholder text, generic descriptions, irrelevant keywords, or outdated screenshots is a common oversight. Reviewers need accurate and complete information to understand your app’s purpose and functionality. Misleading information, keyword stuffing, or using competitor names can also lead to rejection.
Why it’s a Mistake: Incomplete metadata can lead to rejection due to “lack of information” or “misleading claims.” Inaccurate or poorly optimized metadata also severely impacts App Store Optimization (ASO), making it difficult for users to find your app, even if it gets approved.
How to Avoid:
- Craft Compelling Copy: Write a clear, concise, and compelling app name, subtitle, and description that accurately reflect your app’s features and benefits.
- Strategic Keywords: Conduct thorough keyword research and integrate relevant keywords naturally into your metadata to improve discoverability. Avoid keyword stuffing.
- Localization: Localize your app listing (metadata, screenshots) for all target markets to resonate with local audiences.

3. Poor Quality Screenshots and App Previews

Visual assets are the first impression users (and reviewers) get of your app. Low-quality or irrelevant visuals can lead to rejection and poor conversion rates.

Mistake Explained: Submitting blurry, outdated, unoptimized, or unrepresentative screenshots and app preview videos is a significant error. Using device frames that don’t match the platform, including sensitive user data, or failing to highlight key features visually are common issues.
Why it’s a Mistake: App stores prioritize a polished user experience. Poor visuals signal a lack of professionalism and can lead to rejection based on design quality. Even if approved, they drastically reduce user interest and download rates.
How to Avoid:
- High-Resolution & Relevant: Use high-resolution, clear screenshots that accurately depict the app’s current version and highlight its best features.
- Platform-Specific: Adhere to platform-specific dimensions and requirements for screenshots and videos.
- Showcase Value: Create app preview videos that concisely demonstrate the app’s core functionality and unique selling points.
- Localized Visuals: Consider localizing screenshots with translated text overlays for different regions.

4. Insufficient Testing (Bugs and Crashes)

Submitting an app with critical bugs, crashes, or performance issues is a guaranteed path to rejection.

Mistake Explained: Many developers rush the QA phase, relying only on emulators or limited testing on a few devices. This often results in apps that crash frequently, freeze, have broken functionalities, or perform poorly on various device models or operating system versions. Reviewers will rigorously test the app for stability and functionality.
Why it’s a Mistake: App stores have a zero-tolerance policy for unstable apps, as they degrade the user experience and reflect poorly on the platform. Rejection due to “bugs and crashes” or “poor performance” is extremely common.
How to Avoid:
- Rigorous QA: Implement a comprehensive Quality Assurance process, including functional testing, performance testing, usability testing, and regression testing.
- Diverse Device Testing: Test the app on a wide range of real devices, covering different screen sizes, operating system versions, and hardware specifications (especially low-end devices).
- Beta Testing: Utilize beta testing programs (e.g., Apple TestFlight, Google Play Console’s internal/closed testing tracks) to gather feedback from a wider audience before official submission.
- Crash Reporting: Integrate crash reporting tools to identify and fix issues proactively.

5. Neglecting Privacy Policy and Data Handling Transparency

With increasing global focus on data privacy (GDPR, CCPA), app stores have made privacy policies mandatory and strictly enforce data handling transparency.

Mistake Explained: Failing to provide a clear, accessible, and comprehensive privacy policy is a common reason for rejection. This includes not disclosing what data is collected, how it’s used, with whom it’s shared (including third-party SDKs), and how users can manage their data. Not obtaining explicit user consent for sensitive data collection is also a major red flag.
Why it’s a Mistake: Both Apple and Google prioritize user privacy. Non-compliance with data privacy regulations and platform requirements can lead to rejection, suspension, or even legal repercussions for the Mobile App Development Company and its client.
How to Avoid:
- Comprehensive Policy: Create a detailed privacy policy that covers all data collection, usage, storage, and sharing practices.
- Accessibility: Ensure the privacy policy is easily accessible both within the app (e.g., in settings or an “About” section) and via a direct, publicly accessible URL in your app store listing.
- Transparency & Consent: Clearly inform users about data collection and obtain their explicit consent where required, especially for sensitive data.
- Third-Party SDKs: Be aware of the data collection practices of any third-party SDKs integrated into your app and ensure they are covered in your policy.

6. Unclear or Non-Compliant Monetization Strategy

How your app generates revenue must be clearly disclosed and adhere to platform-specific rules regarding in-app purchases, subscriptions, and advertising.

Mistake Explained: Common monetization mistakes include attempting to bypass the app store’s in-app purchase system for digital goods/services, misleading subscription terms, hidden fees, or intrusive/deceptive advertising. Apps that offer “buy” buttons that link to external payment mechanisms for digital content will be rejected.
Why it’s a Mistake: App stores take a percentage of in-app purchases for digital goods, and attempting to circumvent this is a direct violation. Unclear or deceptive monetization practices also lead to a poor user experience and can be flagged as fraudulent.
How to Avoid:
- Platform Billing: For all digital content and subscriptions within the app, use Apple’s In-App Purchase (IAP) or Google Play’s Billing system.
- Clear Disclosure: Clearly state all pricing, subscription terms, and auto-renewal information.
- Adherence to Ad Policies: Ensure any in-app advertising complies with platform guidelines (e.g., not deceptive, not interfering with app functionality).
- Physical Goods Exception: Note that if your app sells physical goods or services consumed outside the app (e.g., ordering food, booking a ride), you are generally allowed to use your own payment system.

7. Ignoring Localization for Listing

While the app itself might be localized, many developers overlook localizing their app store listing, missing out on significant market potential.

Mistake Explained: Submitting an app listing only in English, even if the app supports multiple languages, is a missed opportunity. This means the app’s name, description, keywords, and screenshots are not tailored to specific regional languages or cultural nuances.
Why it’s a Mistake: Users are far more likely to download an app if its store listing is in their native language and resonates with their cultural context. Ignoring localization severely limits discoverability and conversion rates in non-English speaking markets.
How to Avoid:
- Localized Metadata: Translate your app name, subtitle/short description, and full description into all target languages.
- Localized Keywords: Conduct specific keyword research for each language/region, as search terms vary significantly.
- Localized Visuals: Create screenshots with localized text overlays and app preview videos that cater to regional audiences.
- Cultural Nuances: Ensure that the tone, imagery, and examples used in your listing are culturally appropriate and avoid any unintended meanings.

8. Submitting an Unfinished or Placeholder App

Submitting an app that is clearly not ready for public release, contains placeholder content, or lacks core functionality.

Mistake Explained: This includes submitting apps that are merely “beta” versions, have broken links, contain “Lorem Ipsum” text, or are simply glorified web views without added native functionality. Some developers attempt to submit a barebones app hoping for quick approval, intending to add features later.
Why it’s a Mistake: App stores expect a complete, polished, and fully functional product. Placeholder content or a lack of core functionality signals that the app is not ready for prime time, leading to rejection. This wastes both the developer’s and the reviewer’s time.
How to Avoid:
- Complete & Polished: Ensure all features are fully implemented and thoroughly tested.
- No Placeholders: Remove all dummy text, images, or functionalities.
- Clear Value: The app should clearly demonstrate its intended purpose and provide a meaningful user experience from the first launch.
- Test Accounts: If your app requires login, provide fully functional test accounts with clear instructions for reviewers.

Conclusion

The app store submission process, while seemingly a final step, is a critical gateway that can significantly impact a mobile application’s success. For any Mobile App Development Company, avoiding common mistakes is not merely about preventing rejection; it’s about ensuring efficiency, maintaining project timelines, optimizing discoverability, and ultimately, launching a high-quality product that delights users and achieves business objectives. By meticulously adhering to platform guidelines, preparing accurate and compelling metadata, ensuring top-tier app quality through rigorous testing, prioritizing user privacy, clarifying monetization strategies, embracing localization, and submitting a truly finished product, a Mobile App Development Company can navigate the complexities of app store reviews with confidence. Proactive attention to these 8 crucial areas will not only streamline the submission process but also lay a strong foundation for the app’s long-term success in the dynamic and competitive mobile market.