Apple App Review Process

What the hell is Apple doing with my app?

We are doing a lot of iOS development and would love to see the app review process at Apple to be as short as possible. But what is actually going on behind the curtains? Apple doesn’t tell, but some nifty developers and journalists found out. Following is a list of assumptions based on interesting reads:

  • App Approval is NOT done in India or anywhere else but at Apple’s headquarter in Cupertino
  • The review process seems to be spammed with lots of apps just showing d*cks
  • Several thousand apps are submitted for review each month
  • Apps flagged for rejection get a second review by a committee
  • The review process per app only takes 15 minutes
  • Apple paid $50 million for the app search engine Chomp in february 2012 to improve app rankings
  • Apple employees use fake Facebook accounts to test apps, just ask Dive Apple 😉
  • Developers report their apps are being reviewed in less than 15 minutes
  • It also seems like each app update takes less time in review


There is actually an official document by Apple from August 2009 explaining some details about the process:

“There are more than 40 full-time trained reviewers, and at least two different reviewers study each application so that the review process is applied uniformly. Apple also established an App Store executive review board that determines procedures and sets policy for the review process, as well as reviews applications that are escalated to the board because they raise new or complex issues. The review board meets weekly and is comprised of senior management with responsibilities for the App Store. 95% of applications are approved within 14 days of being submitted.”

“Apple generally spends most of the review period making sure that the applications function properly, and working with developers to fix quality issues and software bugs in applications. We receive about 8,500 new applications and updates every week, and roughly 20% of them are not approved as originally submitted. In little more than a year, we have reviewed more than 250,000 applications and updates.”

Source: August 2009,