Your app got rejected. The reviewer cited a guideline. You disagree. Apple has a formal appeal mechanism, the App Review Board, that exists for exactly this situation. Used well, it overturns rejections in days. Used poorly, it wastes your only shot.
One appeal per rejection
You get one appeal per submission. Submitting a second appeal on the same rejection does not reset the clock — it is ignored. Gather your evidence before you click submit.
When to appeal
- The reviewer cited a guideline that does not actually apply to your app.
- The reviewer missed evidence you already provided in review notes — a demo account, a feature flag, a recording.
- You have been rejected for a feature that the App Store has approved on similar apps from other developers.
When not to appeal
- You broke the rule and you know it. Fix and resubmit, do not appeal.
- The reviewer asked a question you can answer. Answer it in Resolution Center, do not escalate.
- You disagree with the spirit of the rule itself. The Board enforces rules; it does not change them.
What to include
A working demo account or a video of the disputed feature. The exact guideline number you believe was misapplied, with the specific phrase from the guideline. Examples of similar approved apps if any. Keep the message short and factual; long emotional appeals do worse.
Response time
Five to seven business days is typical. Expect longer in the days leading up to a major iOS release; the queue gets deep. The Board's decision is final for that submission. If they side with the reviewer, you fix and resubmit through the normal flow.
The screenshot-rejection case
Most screenshot rejections are not appeal candidates. They are usually a real mismatch: UI in the screenshot that is not in the app, hardcoded English in a translated locale, or wrong dimensions. Read the rejection list first; appeal only if your case is genuinely outside the seven common ones.