App Store rejection guide

Guideline 2.1 (App Completeness): what it means and how to fix it

Last reviewed 18 October 2026

2.1 is the most common reason apps get stuck in review: Apple says over 40% of unresolved review issues relate to it on average (source). It means the reviewer couldn’t use your app the way a customer would, and it’s usually the quickest to fix.

Short answer

Something stopped the reviewer: a crash, a login they couldn’t get past, a server that was down, or a feature that looked unfinished. Find what they hit, fix it, and give them everything they need to test the whole app.

What Apple is saying

“should be final versions with all necessary metadata and fully functional URLs included”
Apple, App Review Guideline 2.1

2.1(a): no crashes, placeholder text, empty websites or temporary content. Test on a real device, include demo account details if the app has a login, and keep your backend switched on. If legal or security obligations rule out a demo account, Apple allows a built-in demo mode, but only with its prior approval.
2.1(b): in-app purchases must be complete, up to date, visible to the reviewer and working. If any configured purchase can’t be found or reviewed in the app, explain why in the review notes.

The rejection usually arrives as “Guideline 2.1 - Performance - App Completeness”, often with a crash log or screenshot attached.

The usual causes

A crash on the reviewer’s device, often a newer iOS version, a fresh install or an iPad.
No usable demo account: none supplied, expired, behind a two-factor or SMS code, or empty of data.
The backend wasn’t reachable: down, pointed at a staging server, or blocking the reviewer’s network or region.
Placeholder content: lorem ipsum, “coming soon” screens, test data or empty states.
Broken links. Apple requires a working support link with up-to-date contact details and a privacy policy link for every app.
In-app purchases not submitted with the build, or not loading in the sandbox.
Features that need something the reviewer doesn’t have: special hardware, a location or an invite.

How to fix it

Read what’s attached. Symbolicate any crash log in Xcode to find the exact line, and look closely at the screenshot.
Test the release build on a real device with the latest iOS, from a fresh install. Apple may test iPhone apps on an iPad too, so check that as well.
Give the reviewer a demo account that works: no expiry, no two-factor or SMS code, and filled with realistic data. Add it under App Review Information in App Store Connect.
Keep the backend live on production for the whole review, and don’t block traffic by region.
Remove placeholder content and check every link in the app and on the listing.
Submit in-app purchases with the build and test each one in the sandbox. Our in-app purchase guide covers the rules around them.
Explain anything special in the review notes. If a feature needs hardware, a place or an invite, say so. Apple asks you to be ready to provide a demo video or the hardware.
Reply to App Review with what you changed, then resubmit. See how to reply.

How to avoid it next time

Before every submission: run the build through TestFlight with people outside the team, install it fresh, sign in with the demo account from a logged-out state, tap every link, and confirm the production backend is up. It takes an hour and saves a review cycle.

Questions founders ask

The app works for us. Why did it crash for the reviewer?

A different device, iOS version or network, or a fresh install with no cached data. The crash log from App Review usually points straight at the cause.

Do I need a demo account if anyone can sign up?

Provide one anyway. It removes a step where review can fail, especially if sign-up needs a verification code or approval.

How long does re-review take?

Apple says it typically reviews at least half of submissions within 24 hours and 90% within 48 hours. A clear reply listing your changes helps it go smoothly.

More rejection guides

Based on Apple’s App Review Guidelines as last updated by Apple on 16 October 2026. Apple changes them from time to time, so check the current text on Apple’s developer site.