Releasing to Mobile App Stores Is Getting Crazy

This article dives into the pain points we’ve encountered when releasing iOS apps. We’ll share our challenges, lessons learned, and practical advice so that you can avoid any nasty surprises and do better.

Note: This article focuses on iOS. Google Play has its own quirks, but those deserve a separate discussion.

1. The Digital Services Act (DSA) and EU Compliance

For apps targeting Europe, the Digital Services Act (DSA) has become a game-changer. Its goal is simple: make apps more transparent and protect users. The catch? Your app might clear Apple’s standard review but still end up “Unavailable for Sale” across the EU.

The reason is Apple’s new requirement for developers to verify their trader status. This means confirming that your company is selling goods or services and providing public contact information, including email and phone. Apple verifies these details and makes them publicly visible, which can be tricky if your company doesn’t have dedicated channels. On top of that, Apple may request extra documentation, such as a signed declaration confirming your authority and your organization’s intent to distribute apps as a trader.

In practice, this verification can take anywhere from a few days to over a week, especially if Apple asks for additional paperwork. Having clear guidance on what to prepare upfront makes the process much smoother – and yes, we often help clients navigate it.

2. The D-U-N-S® Number and Company Account Setup

If you’re setting up a company account, Apple also asks for a D-U-N-S® number. This identifier from Dun & Bradstreet confirms that your organization legally exists.

Getting or confirming a D-U-N-S number usually takes a few days, but it can take longer if your company isn’t already listed in D&B’s database. It’s one of those small details that can unexpectedly delay your app launch if you’re not prepared in advance.

3. App Review Roulette

Even when your documentation is perfect, Apple Review can feel like a gamble. Payment handling, account management, and app completeness often cause trouble.

That’s why we use an in-house pre-review checklist to catch common issues before submission. For example, making sure apps with third-party logins also support Sign in with Apple, ensuring users can delete accounts in-app, and allowing browsing without registration. And this is just the tip of the iceberg – the full checklist is much longer and constantly updated as Apple changes its rules.

💡 First-time submissions usually take longer than updates, so plan extra time. For subsequent releases, reviewers may approve a version with minor issues, but only if they’re fixed in the next update.

The Recurring Payment Paradox

Here’s one story that still makes us shake our heads. A client app offered physical services only, so it didn’t use In-App Purchases. Payments went through Apple Pay, including recurring subscriptions. For these transactions, the payment sheet doesn’t display the merchant ID – which is normal system behavior. But reviewers kept flagging it, leading to multiple rejections.

💡 Public contact info must be verified for organization accounts and will be displayed on the App Store.

Resolving the issue took weeks of back-and-forth: 1:1 calls with Apple Review, escalations to technical teams, and careful documentation of the behavior. Meanwhile, releases were delayed, and in some cases the team had to launch without certain features.

💡 Expedited reviews are available for urgent releases but should be used sparingly.

The takeaway? Even when everything is implemented correctly, Apple’s system-level quirks and human reviewers can hold you up for weeks.

GDPR vs. ATT Conflicts

Privacy compliance adds another layer of complexity. Even apps that use analytics only (with no advertising) must show GDPR consent popups. ATT technically doesn’t apply in this scenario, but Apple Review may still demand it. As a result, fully compliant apps can be rejected due to overlapping rules or conflicting interpretations – a frustrating reminder that regulations and platform rules don’t always align.

💡 Document unusual behaviors, system quirks, and edge cases in your review notes to prevent repeated rejections.

4. Privacy Labels – The Philosophical Gray Zone

Apple’s app privacy labels are meant to inform users, but in practice, they often spark philosophical debates. The guidelines are intentionally broad, leaving much to interpretation. Developers frequently struggle to categorize data correctly, and even Apple’s own suggested descriptions are open to reviewer interpretation.

This ambiguity can cause delays, subjective feedback, and a lot of head-scratching for teams trying to provide clear guidance to clients. It’s one of those pain points that’s less about technical compliance and more about judgment calls, ethical framing, and “what feels right” to reviewers.

💡 Use a company-managed alias as the Account Holder on both Apple and Google Play. Once set, the Account Holder’s email can’t simply be updated; on Apple, for example, a full role transfer is required. By using a generic address (e.g., [email protected]) that forwards to key stakeholders, you ensure that important notifications and legal access aren’t lost during personnel changes, making future handovers smoother and less risky.

Summary

Releasing an iOS app today is more than a technical task. You need to navigate EU regulations like the DSA, verify your company with a D-U-N-S number, survive the strict and unpredictable App Review process, manage privacy conflicts like GDPR vs. ATT, and interpret Apple’s privacy labels with care.

Even perfectly compliant apps can run into roadblocks due to system quirks or subjective reviewer interpretation. The key to avoiding delays is preparation: from detailed pre-review checklists and complete documentation to ready-to-go escalation strategies.

And we’ve only touched on a few of the challenges mobile app developers face. Constantly evolving regulations keep specialists on their toes, demanding they stay informed and adaptable. That’s why entrusting your app release to an experienced external partner – one who’s already navigated the trials, errors, and successes – can be a smart choice that saves both time and peace of mind.